The traditional boundaries between B2B (business-to-business) and B2C (business-to-consumer) communications have blurred, revealing a fundamental truth: Every interaction is about connecting with a person, whether it’s a business or an individual. 

We explored the shift towards more personalized communication strategies in our 2020 white paper Rethinking B2B and B2C: A Case for Person-to-Person (P2P) Communications. In this paper we noted a shift in the types of information people expect B2B and B2C brands to share as well as the expectation that news, views and updates be delivered similarly at work and in life. More specifically we outlined the four rules of engagement B2B brands should follow—proving their purpose by taking a public stand on issues most directly related to their business; engaging employees as brand ambassadors; broadening partnership marketing to include influencers; and reimagining brand experiences to make more meaningful connections. 

Now, fast-forward  … with digital interactions becoming the norm and customer expectations evolving rapidly, it’s more crucial than ever for all brands, including B2B, to establish personal connections. Simply put, embracing P2P communication is crucial for all businesses to stay relevant and build lasting relationships. 

Building on the insights from our previous white paper, we advance the rules of engagement for today’s B2B brands in our latest report, Inside Person-to-Person (P2P) Communications: Brand Stewardship via Human Connection.

Here are the highlights:

1. Navigating the Raging '20s: Why Reputation Management Requires a Unified Front 

With this decade defined by anger at broken systems, brands that succeed will be those that turn turmoil into opportunities for responsible business and genuine connections. To navigate this landscape, companies must engage all stakeholders and address key issues like AI ethics and DEI. Alignment between marketers and communicators is crucial for brand safety and quick responses to challenges. Success requires clear strategy, consistent messaging and the agility to adapt quickly, supported by active listening and a coordinated action plan.

2. Unleash the Full C-Suite: Elevating Your Brand Narrative Together  

Expectations for CEOs and the C-suite have evolved, with stakeholders now expecting the entire leadership team to share the brand narrative. Engaging multiple executives in media and events builds trust and confidence, but it requires careful preparation and consistent messaging, as they all must be ready to address diverse issues and connect genuinely with stakeholders. This unified, flexible approach protects the brand's reputation and enhances strategic direction, as long as emerging concerns are addressed with agility.

3. Harnessing People-Led Storytelling for Deeper Connections 

The rise of TikTok, Instagram and video content has pushed B2B brands to embrace people-led storytelling through influencers, expanding beyond traditional B2C marketing. Now integral to B2B campaigns, brands are leveraging not just influencers but also executives, employees, and customers to create authentic content. This shift includes the rise of user-generated (UGC) and employee-generated content (EGC), fostering deeper connections. Embracing this approach requires B2B brands to relinquish some control over messaging. However, brands that do so may well be rewarded with more impactful and meaningful engagement.

A parting thought

As we approach the mid-21st century, brands face global challenges, including carbon neutrality and AI regulation. With governments rolling back climate targets and the rise of technological singularity, being prepared isn’t enough—proactivity, agility, and leadership are crucial. From B2B to B2C, all effective communication strategies hinge on connecting with individuals. Those who master P2P communication will turn threats into opportunities, bringing out the best in humanity and their businesses during these exceptional times.

Check out the full white paper, Inside Person-to-Person (P2P) Communications: Brand Stewardship via Human Connection to learn more.