Sally

3 min read

Sally Baker

Lessons from B2C and the Power of Design

Transcript:

My name's Shaun O'keeffe. I work at Zero Hash in the role of Senior Director of Marketing. I lead marketing globally. So Zero Hash in essence is a B2B2C crypto infrastructure platform.

Having spent more than a decade in B2B marketing now, one of the things that I've noticed personally is B2B marketing can be quite typically boring, and I'm a firm believer that there are lessons to be derived from looking at the B2C world.

One of the projects that we've worked on in partnership with Wondrous, for example, where we conducted a survey with 3000 consumers globally on trying to evaluate and understand confidence and engagement in the crypto industry. We then took that and we really brought it to life through a conceptual design that resulted in the development of an e-book in the first instance.

We also built a dedicated online space, and one of the first points of feedback that I had from all of the contributors that commented on the e-book was the design.

Ultimately, whether you're selling to a consumer or a business, you're still selling to people, and therefore firstly, you need to change the way people feel before you can even contemplate changing the way people think.

There's a sea of noise in B2B marketing because everyone's producing content. If you can use design to capture someone's attention immediately, I think you put yourself in an advantageous position for them to actually read the content that you produce. That's where a team like Wondrous can really help.

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