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Home > Blog > B2B Marketing Part 1

B2B & B2C Marketing in the AV Industry - Part 2

By Gordon Dutch, Stuart Coe & Emily Fox


Further to last week’s blog, we wanted to continue the theme on how to create an effective campaign for a B2B brand or product.

Humanising your brand

In our opinion, humanising your B2B marketing efforts is the first step to making your content interesting and building an emotional connection with the brand. Making connections with individuals is just as important in B2B marketing as it is in B2C. Despite this, many B2B brands find it difficult to connect to their customers. 

Focus on the People Behind the Business

A shift in how you view B2B customers is necessary if you want to make your marketing efforts more exciting. To form a business, there needs to be people behind it, and it's those people who are making key decisions for the business. They are the ones you need to appeal to when you market your products or services. That's why it's important to think of B2B marketing as P2P (people-to-people marketing 😊), not just business-to-business.


If you want to engage your B2B customers with more interesting content that leaves "boring" behind, try some of the following tips.


Be more human

When you read B2B marketing content, you often find that a lot of it sounds very formal. Sometimes we might have been guilty of doing this ourselves, believing that it's important to be formal in order to sound professional. However, this belief is one that needs to be carefully considered. Customers are still people and they can still get bored if your content is stiff and packed with jargon. 


Use storytelling to elicit emotion 

The rise of storytelling in marketing is one that everyone should be paying attention to in B2B marketing. Storytelling is a way to promote your brand, build its identity and connect with your audience. It helps you to tell your customers about who you are and what you stand for.


Be a problem solver

Problem-solving is one of the key elements (if not the key element) of running a business. The purpose of any product or service is to solve a problem, and your marketing can show people that you are able to solve their problems. Use your content to recognise the challenges that your audience faces and give them solutions to their problems. 


Focus on interesting education

What do you have to offer that will educate your target buyers? Education is a great way to gain brand exposure and be of interest without directly ‘selling.’ Your customers are always looking for ways to learn about the products and services that will help them to do their job that little bit better, and they enjoy consuming a variety of different types of content too. From long form content and white papers to webinars, you can teach them what they need to know.


The important point to remember is to think ‘P2P’ and not ‘B2B.’ Find out what makes your target audience tick emotionally and feed this into your marketing strategy. Produce value and be appreciated by your intended audience so that they form a lasting bond with your brand. 


Therefore, if you need the assistance of an extremely well-connected and highly experienced Press, PR & marketing team that has deep knowledge within the Pro-AV markets globally, don’t hesitate to reach out to us here at Re-Sauce via

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Here’s what our Industry Colleagues say about us...

Peerless-AV would like to pay tribute to the incredible work Gordon and his team have done since 2009. It’s sales and brand awareness since we launched Peerless-AV EMEA in 2009 has been massive. Gordon’s strategic leadership and incredible work ethic, along with the dynamic leadership of a best-in-class team, which he assembled, has led Peerless-AV to the forefront of the AV businesses.

John Potts

Global President & CEO of Peerless-AV

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