Craving a quick sugar fix? Businesses have them too, not for sweets, but for efficiency. That’s where B2B marketing comes in. Think it’s different from selling toothpaste? Wrong! Both are about understanding human needs and desires, even if one involves minty smiles and the other workflow or CRM software to resolve a hellish process. FMCG just isn’t so different from B2B.

So why do we, marketers, make such a distinction between working in B2B and FMCG? B2B buyers might wear suits, not pyjamas (ok, let’s ignore the wfh discussion…). But, the principles are the same, beneath the surface, decision makers are the same emotional animals: risk-averse, seeking validation, wanting that “ah-ha!” moment. Media cross-over is pretty much 100%, digital and social hold the key but the message and mix always has to be right, it doesn’t matter if we’re talking toothpaste or CRM.

At the end of the day, it’s all marketing. The same ingredients cook up success, B2C or B2B: clear value, relatable stories, and a dash of emotion. We’re all showing them how product X solves their pain points, makes their lives easier (and their bosses happier). So let’s just get over the labels and consider if we’re doing marketing right, for people, not personas.

I’ve been a consumer all my life and B2B marketer for half of it – B2C, FMCG, B2B – maybe we should all just get over it!