CI’s Take: Three Lessons B2B Marketers Can Learn from B2C

February may be the shortest month of the year, but it’s packed with a ton of celebrations. And in a profession that revolves around timing and relevancy, there’s a lot of room to flex your creativity.

This year was no exception. From tear-jerking support for nonprofits, to lighthearted brand ‘relationships’—here’s a take on the most successful campaigns and what B2B marketers and PR leaders can learn.

1. Shelter dogs outshined Super Bowl ads at the big game

Good deeds are noticed—at least when millennials are watching. According to a recent report by 5WPR, 67% of millennials believe it’s important that a brand they’re doing business with has a charitable component. So, when Derrick Nnadi celebrated the big win by paying adoption fees for over 100 shelter animals—the world noticed… especially Coors Light.

The next day, Coors Light announced it would foot the bill for 1,000 dog adoptions across the U.S. The only catch was that recipients had to be 21+ (AKA, those that could legally consume the product.) Coincidence? Probably not.

I know what you’re thinking. How does this have anything to do with B2B marketing? Knowing your audience is the most critical part of any effective marketing campaign. So, with millennial workers making 73% of today’s purchasing decisions, incorporating philanthropic values – no matter how big or small – is a no-brainer.

2. Seagram’s and 7Up spread the love this Valentine’s Day

In the same report by 5W, Instagram was revealed as the most effective platform for online shopping. Seagram’s and 7Up used that to their advantage this Valentine’s Day – taking a modern twist on the authentic shared history of the “7&7” cocktail.

The lesson here is simple: co-marketing works. That’s especially true in the world of B2B tech—where 88% of decision makers rely on word-of-mouth for information and advice. The best part is that these efforts can be as big (or as little) as you need them to be. You probably have more options for co-marketing than you think: partners, customers, adjacent players, niche analysts, industry associations and more. So, start small and let the results speak for themselves.

3. Corona proved no one is immune to becoming a victim of misinformation

And of course, I couldn’t wrap up February 2020 without mentioning the Coronavirus. With upcoming plans to launch its latest seltzer product, the epidemic couldn’t have come at a worse time for Corona.

The confusion revealed just how quickly misinformation can spread across the Internet. And not everyone is as lucky as Corona in its recovery. It will be interesting to see how much of an impact Facebook and Reuters’ recent partnership will have on tackling misinformation. For now, it’s critical that marketers stay on top of monitoring what people are saying about their brand. Addressing consumer concerns as they come in can keep the problem from spiraling out of control.

B2B campaigns may not be as ‘eye-catching’ as B2C, but that doesn’t mean we can’t learn something from the consumer world. Focus on refining your strategy instead of reinventing the wheel. Shoot me a message and I’ll help get you started.