B2B or B2C: It’s all person to person

When it comes to email marketing, some people think Business to Business (B2B) is less creative than Business to Consumer (B2C). That’s simply not true! They both need to stand out in a crowded inbox, and they both need to engage readers.

Imagine being a B2B email marketer sending the same email to thousands of companies on repeat. It’s easy to see why you might focus on companies rather than people. The thing is, if anyone opens your email, it’s not going to be an abstract legal entity, it’s going to be another human.

That’s why, whether you write B2B or B2C emails, the human touch is vital to email marketing. So, how can you have the best of both worlds when it comes to creativity and technology?

Engage, engage, engage

B2C marketing emails have a clear and obvious target audience. Whether you’re promoting products or services, people are at the forefront of your mind. Your marketing is totally focused on their challenges and how a product or service can provide a solution.

With B2B, it’s a little more complicated. Companies can be large and complex, yet branding and marketing can sometimes trick us into thinking a company is one entity. We forget that behind the glossy and unified exterior, companies are made up of all the different people who work there.

Sometimes in our B2B marketing emails, we’re so focused on getting the messaging right that we forget to engage the reader. We forget that just as we do, B2B readers also need a human connection and a reason to read on!

Faster creativity through technology

In 2022 game designer Jason Allen won an art award at a state fair with his piece Théâtre D’opéra Spatial. The issue? He created it using the text-to-image AI generator Midjourney.

His victory led to an uproar in the art community and raised an important question about the use of AI to create works of art. At the same time, there’s no question that Théâtre D’opéra Spatial is a thing of beauty. Using new technology to create the piece was simply one artist’s innovative new way of thinking. So why should the way it was made affect our enjoyment of it as a work of art?

AI-generated art takes existing images and turns them into something new. For both B2B and B2C email marketers, that’s exactly what Knak’s Inspiration Centre can do for their creative efforts. It features hundreds of real-world emails and landing pages to inspire your creativity. Check it out here.

Creativity and the human connection

Being creative in order to connect with others is nothing new. 64,000 years ago, Neanderthal not only figured out how to make paint, but they also created cave art that is still visible today. When you think about it, they had far bigger priorities like hunting and gathering to survive. Yet, something drove them to do it. Maybe it was a way to add some beauty to their space, maybe it was to better tell stories, or maybe it was a way to leave their mark on the world.

No matter how you look at it, they took a risk. There’s no question that in the world of B2B today, it’s information overload. To get people to stop and pay attention when there is so much demand for their time, email marketers have to try something different. They have to take a risk and put content out there that cuts through all the noise.

With marketers worried about moving too far away from the status quo, brands are becoming increasingly similar. You only have to look at the logos of some of the major tech companies to see how everything is starting to look the same. Playing it safe is the order of the day. But does that work in an overcrowded inbox?

Being different doesn’t mean going to the extreme ends of the spectrum. We’re not talking about getting face tattoos of your brand here. But, Steve Jobs took risks at Apple – one of the most creative companies. He broke the mould of high-profile executives wearing suits. He was probably advised against it, but he wanted to be himself and stand out.

Whether you’re out to entertain, make them laugh, draw them in, or stir up emotions in your B2B readers, making a memorable connection is important. After all, you’re writing to real people. Wielding your creative power is the single most important action you can take to gain a competitive edge – it will set you apart and get people to sit up and take notice.

Take the best of what’s around and make something new and engaging. Find your inspiration today. Visit the Knak Inspiration Centre.