It is no longer just about selling a product or a solution, but about accompanying people who make decisions in increasingly complex environments, offering knowledge, tools and community.
For a long time, B2B marketing was synonymous with rationality. They talked about processes, solutions and efficiency. The messages were built from logic and not from emotion. But in recent years, that border began to blur. Today we know that behind every business decision there is a person, with expectations, values and aspirations. And understanding that human dimension is as relevant in the corporate world as it is in mass consumption.
That was one of the main conclusions of the talk “B2C vs B2B Marketing: What is really changing?”, organized within the framework of IBCampus, the Interbanking community for treasury and finance professionals. Led by Leandro Africano and Marysol Antón, and with the participation of Anita Figueiredo and Sebastián Paschmann, from Proteína, the meeting invited us to rethink the limits between both models and recognize that, beyond contexts, empathy continues to be the starting point of any effective communication strategy.
In B2C marketing, brands seek attention and affinity; in B2B, trust and credibility. But both need to build meaningful relationships. Because it is no longer just about selling a product or a solution, but about accompanying people who make decisions in increasingly complex environments, offering knowledge, tools and community.
That perspective is what drives the creation of IBCampus, a free, open and collaborative space that was created to accompany the country’s financial leaders in their professional development and, especially, to invite treasury and finance professionals to “think outside the box.” Through its different verticals -Business Education, Cybersecurity, Sustainability, IB Experts and Trends-, the initiative seeks to enhance capabilities, share experiences and promote collective learning that transcends the technical.
More than a training space, IBCampus demonstrates that knowledge can also be a marketing tool: not to persuade, but to empower. In a world where B2B brands also need to inspire, knowledge becomes a linking bridge, capable of building valuable relationships based on trust, empathy and shared growth. When a company manages to connect from those values, it stops being just a service provider and becomes a true strategic ally.
* Head of Marketing & Corporate Affairs at Interbanking.
Source: Ambito
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