Bridging the Gap Between Corporations and People with B2P Marketing

Lis Anderson, co-founder and director, AMBITIOUS

Picture this: you’re an executive working from your home office, juggling virtual meetings and client calls while taking a break to shop for a new laptop. One minute you’re making vital corporate decisions, the next you’re a consumer browsing products online. In both cases, your choices are influenced not only by features and pricing but by how well the brand understands your needs as a person. This dual role, as both a professional and a consumer, is exactly why Business-to-Person (B2P) marketing has become a cornerstone of modern marketing and communications. With more people working remotely, the lines between personal and professional life have blurred and it’s changing the way that corporations communicate, engage, and sell.

Understanding B2P marketing

At its core, B2P marketing is about recognising that, whether you are marketing to an individual consumer (B2C) or a corporate entity (B2B), you are ultimately dealing with people. B2P marketing strips away the boundaries that traditionally existed between B2B and B2C marketing. In B2C, the focus is on individual consumers, while B2B marketing typically addresses corporate decision-makers. However today, this distinction has become more blurred than ever. The realisation that even in B2B environments, decisions are made by people who are influenced by personal needs, desires, and emotions has given rise to B2P marketing as a key strategy.

The remote work effect

The human element in marketing is more important than ever. Corporations can no longer afford to treat decision-makers as strictly professional entities, devoid of personal needs or preferences. Recognising this duality, B2P marketing aims to create authentic, personalised connections that resonate on both levels. Research by Gartner found that 86% of B2B customers expect companies to be well-informed about their personal information during a service interaction. The marketer or salesperson who understands that their target is a person first—before a corporate role—will have more success in building a meaningful relationship.

The key elements of B2P marketing

1. Personalisation and connection

The foundation of B2P marketing lies in creating personalised experiences. Decision-makers expect the same level of tailored communication and user experience in their professional life that they receive in their personal interactions. Whether you’re reaching out to a C-suite executive or a mid-level manager, it’s crucial to go beyond the generic sales pitch. Instead, the goal is to connect on a human level, addressing the individual’s unique challenges, needs, and aspirations.

B2P marketing is as simple as listening to the people behind the businesses. After all, businesses don’t reach out to you for support, people do. Customers exist beyond a couple of vague demographics, and it’s your job to find out what makes them tick. Ask your customers questions about what they need from you. Take the time to get to know them. And listen to what they’re saying. Your customers want you to appeal to what it is they really need.

Once you know more about your customers, your marketing team can devise specific strategies that will address the unique challenges they face.

2. Emphasise long-term relationships

B2P marketing is not just about securing a quick sale; it’s about nurturing long-term relationships. This approach encourages corporations to focus on building trust and providing value at every stage of the customer journey. The more personalised and human the communication, the more likely it is to lead to customer loyalty and repeat business.

For example, consider a financial services provider aiming to partner with a large retail chain. Instead of rushing into sales conversations or bombarding the decision-makers with statistics, B2P marketing encourages the corporation to take the time to understand the retailer’s long-term business goals, pain points, and market positioning. By demonstrating a commitment to helping the retailer achieve their objectives—rather than pushing a product—the financial services provider builds a relationship based on trust, which can result in a partnership that lasts for years.

3. Humanising the corporation

In the past, B2B communications tended to have an impersonal, distant air that came across as corporate and cold. B2P marketing pushes for a change in tone by showing empathy, understanding, and even vulnerability. Sharing customer success stories, offering free value-added resources, and engaging in open, two-way communication are all ways to build trust and relatability.

For example, a cloud services provider could regularly share case studies showing how their solutions have helped companies thrive during uncertain times or boost productivity and business growth. By focusing on the human impact—how the solution improved work-life balance, reduced burnout, or supported employees working remotely—it creates an emotional connection with potential customers. Decision-makers are more likely to trust a company that demonstrates care and understanding of their challenges, both for the business and the individual.

Decision-makers are consumers too

Decision-makers expect the same level of engagement, convenience, and personalisation from corporate services as they do when buying products for personal use. They’re influenced by evidence-based information such as peer recommendations, and online reviews.

They expect seamless digital experiences and often make decisions based on how a corporation’s values align with their own, placing a high value on the ethics of a business. For example, can the business demonstrate a genuine commitment to ethical sourcing, reduced carbon footprints, or social responsibility? Today the ethics of a business count for much more than just low prices.

The importance of not “selling” in every interaction

An important principle of B2P marketing is that not every interaction needs to be a hard sell. In fact, many successful communication strategies are based on providing value without asking for anything in return. Thought leadership content, webinars, and free resources are all ways to offer value that builds loyalty and fosters relationships that pay dividends in the long term.

By focusing on being helpful and adding value, brands can remain top-of-mind without becoming overbearing. This approach aligns perfectly with the remote work environment, where many decision-makers are juggling multiple responsibilities and may not have the time or mental space to handle aggressive sales tactics.

Digital transformation and trust

The shift towards B2P marketing is also a large part of the digital transformation trend. With so many interactions moving online, brands need to find ways to stand out amidst the digital noise. The key is trust—something that can only be achieved through personalised, meaningful, and human connections. B2P marketing taps into the need for corporations to be seen as more than just profit-driven entities. Today, they must show empathy, understanding, and a willingness to support individuals—not just businesses.

B2P marketing is the bridge that connects brands and people. It leverages personalisation, empathy, and a long-term approach to fostering deeper relationships and trust. Decision-makers may hold corporate job titles, but they are people first. Corporations that recognise and embrace this will thrive in a world that values human connection above all else.