Go from B2B to human-to-human for your next influencer program

When we think of B2C, we think of fun, creative campaigns. When we think of B2HCP, we think of seriousness and regulation. And we often think of boring and basic when it comes to B2B, but it doesn’t have to be! We need to inject life into B2B marketing. In fact, let’s stop calling it that altogether. It’s just human-to-human marketing at the core, isn’t it?

For example, if you were a decision maker looking to purchase office supplies, would you go for the brand that sent you a one-page direct mail piece or would you go for the one that made you stop scrolling on your phone because a local artist was using the “basic” office pens to create a piece of art? I know which one I’d pick if I were the decision maker. Why? Because I’m human. These decision makers don’t just live and breathe their work, they also have other personal interests. And what’s more human than someone like-minded showing you the perks rather than a company telling them to you?

So what does that mean if you’re a brand that wants to market to other companies using influencers? Here are a few considerations to keep in mind: