If you ask most companies today what space they’re in, they’ll say either “B2B” or “B2C.” This is the shorthand they use to indicate whether they market to businesses or consumers. And the acronyms are accurate. Historically, businesses have marketed to groups of people.
But, as markets get more crowded with competitors, it’s becoming clear that crafting campaigns and messaging meant to appeal to broadly defined groups just won’t cut it anymore. It’s time to explore a new approach: H2H marketing.