Less and Less Daylight Between B2C Marketing and B2B Marketing?

Richard Parkinson, Chief Brand Officer at Prudential Financial

The debate about whether the lines have started to blur between B2C marketing and B2B marketing has been going on for years. To be sure, there are sharp differences when it gets own to the nitty-gritty of B2C versus B2B. However, when it comes to branded advertising and the overall tone and mood of the message there's a growing need for marketers to cross-over between B2C and B2B audiences.

Prudential's "Now What" ad campaign, which launched late last year, straddles both B2C and B2B audiences, and reaches out to younger consumers, as well. Richard Parkinson, chief brand officer at Prudential Financial, joins host Matthew Schwartz, to talk about the campaign and why the company has overhauled its marketing strategy in the last few years.


"Less and Less Daylight Between B2C Marketing and B2B Marketing?" Champions of Growth Podcast, 4/26/23.

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