Brands find growth when a B2C approach is taken in B2B campaigns
Taylor Fielding, CEO of TFM Digital, argues that taking a B2C approach drives better quality leads, over time, if organisations can patiently build their brand.
It feels that the only thing linear in marketing today, is the desire for the next big idea or channel.
But there are no silver bullets. Customer journeys are complex. They always have been, yet attributional frameworks tried to fit them into nice boxes or funnels. Previously the thinking was that once we know the lever to pull at each stage, we could convert from awareness all the way through to purchase.
In reality it’s a fragmented fallacy.
