Six Things B2B Gets
Wrong About Marketing
After decades in consumer marketing, one CMO stepped into B2B expecting a completely different world.
What she found: the gap between B2B and B2C is actually smaller than most people think. The same principles still apply – but B2B often ignores them.
This guide challenges six widely held assumptions that continue to limit B2B marketing effectiveness.
What you'll discover.
Why the most effective B2B marketing often looks like great consumer marketing – and how to apply those principles to your strategy:
- Emotion shapes decisions. Why B2B buyers are driven by feelings as much as facts.
- Bold creativity wins. How imaginative campaigns cut through in supposedly rational markets.
- More stakeholders = more opportunity. How to turn complex committees into competitive advantage.
- B2B CX is falling behind. Where customer experience gaps create openings for market leaders.
- Build for the long term. How to invest in sustainable growth without sacrificing short-term results.
- Brand is your greatest asset. Why it matters even more in high-stakes B2B decisions than B2C.
About the author.
Amanda Hill founded BBC Earth, served as the BBC’s first Global CMO, and held senior CMO roles at A+E Networks and Harrods. After 17+ years building global consumer brands, she now advises B2B organizations as a non-executive director and strategist.
This guide reflects what struck her most moving between worlds: B2B marketing often overlooks principles that work universally, in favour of assumptions that no longer serve it.
Ready to challenge convention in your organization?
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