We are often asked, “Are you a B2B or B2C agency?”

This seems to be the initial cut-line for many marketers. With all due respect, it is already steering the discussion down a bad path. As the old country lawyer said, “Son, you are already convicting yourself.”

The answer we give – every time – “we are a consumer-driven agency.”

The fundamentals never change. Whether you sell pizza, shampoo through retailers or specially-machined widgets to a Chinese manufacturer. People engage in what is interesting to them. People buy when they decide you have a product or service that is valuable to them. People make those decisions – for themselves, for their family, for their businesses.

Reinforced another way… by an Apple employee:

“The magic of what Apple has done recently is telling people what they ‘need’ before they know they want/need it. By creating the best consumer product, they have created one that’s arguably more successful in the business market than consumer market – iPad.”

Does your marketing platform have a vision for what is needed in the future? Or, does it merely mimic what the competition is already doing? That is the difference in leading a category and being a second rate brand.

Businesses don’t sell to business. People sell to people.

The correct question in our mind is not “are you B2B or B2C?” The right question is, “Do you know how to create more Zealots for your brand?”

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