The quest among B2B brands to present a human face to customers has been increasing in importance, and the phrase “business-to-human” has become a common way to reframe B2B marketing.

Despite calls to humanise B2B, fundamental differences remain between B2B and B2C that require different approaches, according to Rich Atkinson-Toal, VP of global brand and experience studio at American Express Global Business Travel.

Speaking at Marketing Week’s Festival of Marketing (2 October) about myths in B2B, he highlighted what he sees as core differences between B2B and B2C while debating the statement: “B2B doesn’t exist, marketing is always business-to-human.”

“There is such a difference between a B2B audience versus a B2C audience,” he said. “The main difference for that is around the emotion involved in the purchasing decision.”

He warned that a marketer procuring a service in a B2B context can risk reputational damage if they make the wrong decision.

“This is a really serious decision. I’ve got to convince a lot of people – it’s a very complex buying process,” he added.

He therefore rejected the business-to-human framing as incomplete, arguing that while B2B buyers are individuals, they make choices in a professional context on behalf of their company.

“You have to consider them as people, because [it’s people who] buy things,” he said. “But if you go straight to the human element and you don’t think about the core of what they do as a job, then you’ll miss the mark and how they actually make decisions.”

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Rachel Exton, vice-president of global brand at Pearson, had a different view, arguing that B2B marketers are humans, “not robots”. She added that she “loved” the phrase business-to-human, crediting it with “shaking” up B2B marketing.

“It’s forced us out of our comfort zones and to think a little bit differently,” she said. “Sometimes you have to be a bit controversial in order to get that change, and to get people to have one river of thought into another.”

Exton agreed that understanding the business problem was essential, but said the reframing helped humanise the discipline.

“I absolutely agree you’ve got to understand the business problem that you are solving and show that you can do that. But by shifting the language, it’s allowed us to be better marketers, because we can think broader,” she added.

The discussion also turned to media strategy. Asked whether B2B marketers should use different channels than B2C, the panel unanimously disagreed.

Just because you’re selling a B2B service doesn’t mean it has to be boring.

Rich Atkinson-Toal, Amex GBT

“Some of the marketing we do, we are trying to cut through in an environment where there is no recognition of our brand – where people have never heard of us,” explained Leor Franks, chief commercial officer at law firm Kinglsey Napley.

There’s value, he said, in “fairly big spends” where marketers can’t necessarily track the connection to sales just to get their name “on the radar”.

Franks said Kingsley Napley would not necessarily buy a prime-time ITV spot, but it would invest in targeted, specific advertising.

“We do use some techniques as a traditional consumer brand would, but just more focused than perhaps I would do if I were at a big FMCG,” he added.

At American Express GBT, which manages corporate travel, Atkinson-Toal noted purchasers run businesses but also go to the cinema and watch television.

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“It has to be about stopping people in their tracks, making them smile, making them laugh. Just because you’re selling a B2B service doesn’t mean it has to be boring,” he said.

But balance is required, Franks warned. “Yes, you can cut through in that moment, but does that actually increase favourability, or are they sitting there thinking, I just want to relax? You have to be nuanced and careful.”

Meanwhile, Atkinson-Toal believes B2B brands should work with advertising agencies that don’t solely work with B2B brands to ensure they are marketing to regular people.

“That’s tough, and sometimes you’ve got to try and convince the agency to work with you, which is an interesting challenge,” he said.