When the plumber is about to go on holiday and tells you: “I can come by tomorrow, but you’ll have to buy the faucet yourself because I’m loading up the camper this afternoon and don’t have time.” We Skippers are very practical ladies: we do our homework, head to a plumbing supply store, and choose the new faucet ourselves. And we surprise the clerk, who doesn’t expect us to ask for specific fittings and seals from a brand only insiders would recognize.
In the marketing world, there’s a phrase that’s been floating around for years: “B2B is just B2C that doesn’t know it.” A provocation? Maybe. But it carries an uncomfortable truth: even B2B brands—those traditionally focused on business-to-business relationships—have a voice that reaches the end consumer. In this case, the Skipper with the stuck faucet. Ignoring the final consumer means missing a huge opportunity.
B2B and B2C: increasingly blurred boundaries
B2B companies sell to businesses, not individuals—at least on paper. But their products and services, often invisible to those who use them, are the backbone of everyday experiences. Think about:
- High-quality faucets for kitchens we use every day
- Materials to waterproof our balconies
- Smartphone display brands
These brands, though behind the scenes, influence how we perceive the final product’s quality, reliability, and innovation. So why not speak directly to the general public as a trusted partner?
B2B buyers are people – demanding, informed, decisive
One crucial point often forgotten: even in B2B, you’re speaking to people. Competent, knowledgeable, under pressure, and with high expectations. But still people—who respond to storytelling, trust, and authenticity. That’s why impersonal and overly technical communication often misses the mark. What’s needed instead is:
- Human, clear, value-driven messaging
- Space for the brand’s mission and concrete impact
- Trust-building communication, including employer branding
A B2B brand that communicates well makes decision-making easier. Buyers use their heads, sure—but also their hearts.
Trust is built beyond the supply chain
Every B2B brand has the potential to become a trusted household name. To do so, it must:
- Tell its role in people’s lives
- Show its contributions to sustainability, safety, and technology
- Communicate authentically, accessibly, and with storytelling
One standout example? The average consumer doesn’t know who manufactures a carbon filter, but they know they’re “breathing clean air.” That brand can step out of the shadows and become a recognized guardian of wellbeing.
Visibility means attracting talent
A strong brand isn’t just about sales—it’s about attraction. Top talent—now more than ever—wants to work for companies with a clear mission and credible reputation. Open, human communication, even in B2B, expands the candidate pool and strengthens company culture.
Creating value for B2C
It’s not just B2B that benefits. B2C brands can elevate their offerings by showcasing the strength of their B2B suppliers:
- “Made with materials guaranteed by X”
- “Technology developed in partnership with Y”
- “Reliability tested by Z”
B2B branding isn’t optional anymore—it’s a key element that enhances the entire value chain.
Broad communication, with empathetic and accessible language, not only strengthens market presence but unlocks partnerships, talent, and new opportunities.
We Skippers have worked with B2B companies and industrial associations to shift perspective and build communication that truly delivers value.
#communication #marketing #b2b #b2c #value #skippersproject