Unlock real marketing value in B2B and B2C

In this episode of Vistage Live, Ashton Bishop, an award-winning business keynote speaker and CEO of StepChange, shares valuable insights on marketing strategy and the key differences between business-to-business (B2B) and business-to-consumer (B2C) marketing that can unlock real marketing value. A renowned expert in growing businesses by outsmarting competitors, Ashton has worked on high-profile campaigns for global brands and has a wealth of experience in both digital and traditional marketing strategies.

Ashton starts the discussion by delving into the common misconceptions between B2B and B2C marketing. Highlighting how the complexity and jargon in marketing often cause confusion, with many marketers traditionally learning through a B2C lens, while B2B marketers struggle to adapt these concepts. Ashton emphasizes that the principles of effective marketing apply across both sectors, and it’s essential for businesses to understand how to apply them in ways that lead to real growth, rather than simply following trends.

Key highlights:

Marketing success requires consistency: Long-term brand-building and consistency are essential for marketing success. Quick fixes and short-term tactics don’t lead to sustainable growth, and alignment within the team is crucial.
The value equation drives marketing success: Effective marketing is centred around the value equation—Value = What you get ÷ What you pay. Businesses should focus on delivering clear, measurable value to customers, rather than relying on vanity metrics.
B2B and B2C marketing share core principles: While B2B and B2C are often viewed as separate, both rely on similar marketing fundamentals. The key is adapting strategies to suit the specific needs of each type of business.
Vanity metrics are insufficient: Metrics like website visits or revenue alone are not enough. Successful marketing should focus on profitability and track how efforts convert into actual sales and cash flow, not just superficial numbers.
Blend brand building and sales activation: Effective marketing balances brand awareness and sales activation. In B2B, investing in brand salience ensures businesses remain top-of-mind when buyers are ready to make a purchase.