Back to basics: B2E is the new B2B
Aug 8

Back to basics: B2E is the new B2B

A shift is taking place in the communications landscape—forget worn-out B2B and B2C strategies. It’s time for B2E: business-to-everyone strategies.

In an era where information overload empowers everyone to become a stakeholder, it’s time companies and marketers embrace both their customers’ and their own humanity. It’s time for communication to return to its roots: where one human being has a conversation with another.

In a sponsored Wired post, Badgeville Vice President of Worldwide Marketing Chandar Pattabhiram acknowledged success in the future depends on business-to-human communications.

“The future of the enterprise depends on humanizing the customer and employee experience,” wrote Pattabhiram. “Human capital management and customer service are the foundation of a successful modern enterprise.”

To do as Pattabhiram suggests is to disrupt traditional pathways to purchase. To embrace this model would upend the traditional B2B2C path most prevalently seen in the consumer packaged goods (CPG) industry, essentially turning it on its head.

Gib Basset, the global program director for consumer goods at Teradata, makes the argument for upending the traditional model in a guest post on Brian Solis’ blog.

The CPG industry traditionally relies on retailers as their most important customer—after all, its retailers who enable their product to reach market and eventually into a consumer’s cart. But it is possible to prioritize consumers first, and it’s done by addressing these stakeholders as human.

Basset suggests to do away with the idea of prioritizing products and their manufacturing first by thinking of the consumer: “who are they, what are their unmet needs, and how do they wish to transact with your brands?”

Basset reminds us that transactions do not stop at the cash register today—they extend into digital communications and how consumers interact with the brand to create a more loyal bond. And because of that, the need to humanize those communications is essential.

Consumers today can see through brands’ pandering and feeble attempts at authenticity. They need to see brands truly understanding them—and that can’t be done when a brand attempts to force their product into market without thinking of the consumer first.

Basset suggests CPG brands think like retailers in this respect: to prioritize what their consumers want to see from their product assortment before even thinking of getting said products to shelf. Once that is decided, only then should brands begin to think about where consumers will want to purchase the brand’s products.

The path to purchase must be tailored to meet the consumer’s unique needs. Brands and their offerings that are best able to fit into or add to a consumer’s life are those the consumer will turn to time and again. And how is a brand able to do that if they aren’t prioritizing the consumer’s beliefs, wants and needs?

It may seem overwhelming. But here’s a helpful hint: remember they’re human, just like you.