B2B is often viewed as more logical than emotional.

Organizations in B2B tend to pour all their marketing efforts into the target customer, as though that’s the only audience their brand needs to speak to.

In reality, there are a lot of influences to any consumer decision. And many don’t directly come from the brand itself.

Why is that important?

Because B2B is already seen as lacking a human touch. There’s a perceived wall between your brand and the end consumer.

Think more B2C. Or H2H—Human to human.

Consider emotional touch points at all stages, not just after an interest has been expressed in your brand. Find ways of creating content that has a compelling, universal edge. Master the juggling act of having broad appeal while honing in on your target demo.

Because in the end it’s not about acronyms like B2B or B2C; it’s about the fundamental relationship of brands to humans.

Matthew Sykes, Head of Web & Social at Tata Communications, talks about the need for broad appeal when targeting customers.