There’s B2C and B2B, to be sure, although I have long suspected professional-to-professional marketing (P2P) was a separate genus, and over the years I became increasingly conscious and aware of it. I see in in TV ads, I hear it in business networking conversations, I read about it online, on LinkedIn as well.
First, to be complete, you already know what B2C is.
So, how is P2P different than B2B?
B2B can be seen in those aspects of marketing and delivering a product or service, from one company to another, in the process of developing or compiling the end result, a product or service. That sounds like factory assembly, and it can be the accumulation of the kits that go into the end product: all those middleman services that eventually comprise the end product. And it can be the companies who supply their product or service to another’s end result. Think: why wine is so expensive, or hiring a contractor to renovate your house.
P2P follows another track: the delivery of the cerebral, professional service components that make it easier for a professional decisionmaker to analyze, render, convey, understand, use, and attain the end result. In 2 words, intellectual assembly, peer to peer.
Am I splitting X2X hairs? Perhaps, but in today’s increasingly complex and surging techno-savvy gig world where there are experts in everything, the end result forming a professional opinion or service often made up of smaller contributions from consulting experts, the sum of whose expertise adds fuller value to the professional who is rendering the end opinion. Layers make the onion, much like expert witnesses testifying their technical expertise to help the jury or judge understand the complexities in order to make a fair, informed decision.
- LinkedIn coaching helping a consultant become better searchable as a valued, specialized consultant to a specific audience.
- An author’s book on networking best practices, which when added to other soft skills training at a sales consultancy, will allow the better training to wow their clientele. new ways to slay the market dragon.
- A speech coach/”dress for success” consultant rolled into one, brought in to train a specialized group in their elevator pitches and enhance first impressions, as they plan their strategy for a political comference.
These examples are not classically B2C, as in the assembly-of-components sense, but additive processes of professionals making other professionals better at their job(s), from another expert in their chosen field to make others in a different field: the goal being to become more effective, professionally,
My P2P universe is filled with trusted colleagues whose invisible shingles hang out from home offices or rented seats in a shared workspace. They are modest, amazing world-class experts in their field, generous to offer their view to help explain a complex concept. We network with each other around monthly meetings to enhance the group’s collaborative effort. I participate in forums of competitors collaborating together (“coopetition” as I call it). You can’t touch our thought process, but you sure can feel the energy and optimism from them.
Most denizens of P2P don’t really brand market or advertise well, they rely on golden referrals for their brand marketing. As they should! And they should do better…(here it comes)…
This can be accomplished more effectively as another way to use LinkedIn: an exercise to concentrate our connection base, using our honed skills, to help offer our artistry better than the competition?
And isn’t P2P also improved in one way to be found on LinkedIn by another professional, a two-way street using many of the profile renovation techniques I have written about here? You know, the ones you have implemented from my suggestions to become more effective with your ever-nurturing connections?
connect2collaborate oh P2P community!