Hint: it doesn’t have to be as dull as a stock photo of a business meeting
It’s one thing to raise awareness of a consumer brand among the general public, but B2B audiences are even tougher in many ways. They don’t just want a catchy campaign, a clever social feed or, say, a tasty snack–they want products that will help them do their jobs better and deliver visible career benefits.
And yet, a recent survey conducted by Omnicom’s global branding firm Siegel+Gale revealed that B2B marketers and PR professionals might have something to learn from their B2C brethren: relate to your customers as living, breathing people rather than streams of behavioral data broadcast from office cubicles.
We asked Brian Rafferty, Global Director of Research Insights for Siegel+Gale, for some guidance on conclusions drawn from the research–and what they mean for PRs who represent B2B clients.
His answers and some interesting numbers after the jump.