Make Marketing Human (B2B version).

Last week I had the pleasure of attending a small marketing seminar and listened to a series of presentations by Les Binet, Peter Field and Mark Ritson. The host introduced them as contrarians, but I think that says more about the mainstream than it does about them.

Binet and Field were making their first presentation of their findings of effectiveness studies in the B2B sector and revealed that these tend to mirror their B2C findings. That might come as a surprise to the mainstream who traditionally view B2B as being very different from B2C, but it shouldn't because whether you're selling to a business or to a consumer, the purchase decision is made by a human.

We're always selling to humans.