A: Conventional marketing wisdom says that B2B is a completely different animal from B2C, but that isn’t necessarily so. In fact, taking a page or two from B2C’s marketing playbook could help you make more sales — because no matter whether you’re marketing to consumers or businesses, you’re still marketing to people.

Consider trying these B2C tactics:

• Over-educate. Load your website with all the information your users are likely to need (such as product information and pricing), so they can fully educate themselves about your company’s offerings. That reduces the prospect’s frustration and wastes less time for both the customer and your sales staff.

• Make a human connection. Sure, your products might increase efficiency and productivity, streamline processes, etc. — but those things all ultimately benefit people. Play up how those factors will make life easier for the actual humans who will be working with them.

• Focus on the customer. Think about the customer’s needs and market to prospects in different stages of the sales cycle. Vary up the content you publish to ensure that you’re reaching many different market segments or demographics.

• Make buying easier. Do everything you can to shorten or simplify the sales process. By doing so, you’ll likely see happier, less frustrated customers and maybe even shorten your average sales cycle.

People are at the heart of B2B marketing, even when you’re selling to enterprise corporations. Giving B2C techniques a B2B twist just might liven up your marketing with fresh ideas and innovative messages.