Why the B2B vs. B2C Marketing Divide Is Largely a Myth, According to HSBC’s CMO

The long-standing belief that business-to-business (B2B) and business-to-consumer (B2C) marketing are fundamentally different disciplines is losing traction — at least in the mind of HSBC’s global head of B2B marketing, Nicole German. In her view, the core principles of effective marketing remain the same whether you’re selling car insurance to individuals or financial services to multinational enterprises: craft a clear message, deliver it to the right people through the right channels at the right time, and anchor it in strong strategic thinking.

For decades, marketers have pushed a narrative that B2B and B2C require separate strategies. B2C campaigns are portrayed as emotional and brand-driven, while B2B work is often described as logical, relationship-based, and rational. But German argues that this distinction is overstated and, increasingly, unhelpful. “The practice and the craft is the same,” she says. “It’s about taking core messages to the right audience in the right channel at the right moment.”

Brand Matters Everywhere

One of the biggest shifts German sees is the role of brand building in B2B marketing. Traditionally seen as the bread and butter of B2C, brand has often been sidelined in corporate marketing campaigns in favor of demand generation or sales funnels. But in a world saturated with information, brand association — that is, the strength of recognition and trust a brand carries — is increasingly essential in B2B contexts as well.

With the pace of technological change and emerging tools like generative AI reshaping how content is discovered and consumed, German believes that brand becomes an even more critical anchor. Without a strong brand, customers may struggle to differentiate between solutions, particularly in complex markets. “Brand association and affiliation is what really anchors trust and consideration,” she says. 

The Complexity of B2B Audiences

The primary difference German acknowledges between B2B and B2C has less to do with marketing skillset and more to do with the complexity of decision-making. “I call it the audience ecosystem,” she explains. In B2B, marketing must engage with a web of decision-makers: primary stakeholders, secondary users, and often “hidden buyers” who influence decisions indirectly.

This complexity means B2B marketers must design strategies that address multiple audiences, all with different needs and priorities — a nuance that requires precision, patience, and thoughtful storytelling. But the fundamental tools — strategic objectives, value proposition clarity, channel selection — remain the same as in B2C.

AI and Measurement Evolution

Technology is accelerating these changes. German highlights how AI — from prompt-driven search to agent-based tools like Copilot and ChatGPT — is reshaping the customer journey faster than any previous tech shift. These developments are fragmenting how and where customers discover and engage with content, adding complexity to measurement frameworks.

But while the tools and channels have multiplied, the underlying goals have not. Marketers still aim to drive trust, consideration, and commercial impact — but now they must do it across more touchpoints and with more sophisticated measurement strategies. “We have more channels to measure. It’s getting more complicated,” German admits, emphasizing the need for marketers to adapt how they think about visibility and engagement.

The Future of Marketing Teams

If one truth underpins German’s perspective, it’s that adaptability is now the most valuable trait in a marketing organization. Traditional team structures — siloed by channel or campaign — risk being too rigid for a landscape that rewards speed and cross-functional collaboration.

German suggests moving toward “network-based talent infrastructure,” where specialists and generalists work fluidly together in always-on, cross-disciplinary teams rather than in isolated departments. This evolution reflects broader shifts toward agile ways of working and continuous optimization over fixed campaign cycles.

In her view, the future marketer blends data insight with creative instinct. Deep specialisms — such as AI innovation, personalization, and advanced data analytics — will remain important, but individuals who can combine multiple capabilities and navigate both art and science will be in high demand.

Collaboration and Trust Across the Organization

With technology and customer expectations changing so quickly, the role of the marketer is expanding. German underscores the importance of strong relationships not just within marketing teams, but across sales, product, and finance functions. Shared insights and coordinated strategies can drive measurable impact and clarity in customer experience.

Despite progress, a recent survey shows that while many marketers enjoy a close working relationship with sales, only a minority feel fully understood by that function — highlighting that alignment is still a work in progress.

Commercial Accountability and the CMO Role

German also stresses that modern CMOs are increasingly accountable for revenue outcomes, not just brand metrics. This commercial orientation reflects the broader expectation that marketing should contribute tangibly to business growth, particularly in measurable and scalable ways.

She describes her role as a “voice of the customer” — which requires fluency in data, operational leverage, and creative messaging. From engaging with executives across functions to influencing product strategy and customer experience, the CMO role today is multifaceted and deeply embedded in business decision-making.

Looking Ahead

Ultimately, German’s perspective reframes the B2B vs. B2C debate. Rather than two separate disciplines, she sees a continuum of marketing practice that adapts core principles to different customer problems and purchase complexities. With brand building, AI, and cross-functional collaboration rising in importance, the most successful marketers will be those who can blend strategic depth with nimble execution — no matter who they are targeting.