Why B2B Should Really Be Called P2P

If there’s one thing I’ve learned from working with B2B leaders, it’s that

“business to business” is a bit of a misnomer. In reality, it’s all about people -

person to person, relationship to relationship. The truth is, no matter how

technical or complex your product or service might be, the key to business

success is the human connection.

Think about it - how often does a client engage your services or purchase a

product without first building some level of relationship? It’s incredibly rare.

Trust, rapport, and human connection come first. Whether it’s a lengthy sales

process, a series of meetings, or just ongoing conversations, it’s the people in

your organisation who build those bridges, not just your product.

And if you ask almost any B2B leader what makes their business exceptional,

the answer is almost always the same: “It’s our people.” Your product may be

cutting-edge, your service top-tier, but it’s the people behind those things that

make your company truly stand out. It’s your team’s expertise, their drive, their

ability to build relationships, and their passion for what they do that creates a

lasting impression.

This is where Leadership Branding comes in. In today’s digital world, where

human connection and visibility are more important than ever, leadership

branding is about harnessing the power of the leaders in your organisation and

unlocking their potential as your most valuable marketing and lead generation

tool. It’s not just about the company logo or a mission statement - it’s about the

leaders who bring that mission to life.

Think of your company’s leadership as your greatest untapped resource. The

relationships your leaders build, the insights they share, the trust they cultivate

- all of this is marketing. And the beauty of it is, your leaders don’t have to go

knocking on doors to get your company noticed. Platforms like LinkedIn give

them the opportunity to build those relationships, share their stories, and

engage with potential clients at scale. It’s your team’s knowledge, credibility,

and personality that make the difference.

Leadership Branding is all about unlocking the potential that already exists

within your organisation. Your leaders are already out there talking to clients,

solving problems, and making connections. By encouraging them to share

those insights and stories on platforms like LinkedIn, you’re amplifying their

impact. It’s about making sure the world knows what you already know - that

your people are the best part of your business.

One of the key principles of behavioural economics is that people follow those

they trust and relate to. It’s called authority bias. When your leaders are visible

and active, sharing their expertise and insights, they build trust and credibility

not just for themselves, but for your business. Clients don’t just see your

leaders as experts; they start to view your entire organisation as a trusted

partner. And when that trust is built, the business follows.

What’s amazing is how much opportunity is being left on the table. Most B2B

companies aren’t tapping into the full potential of Leadership Branding. They

rely on traditional marketing channels or business development efforts, without

realising the goldmine they’re sitting on. Your leaders are your best brand

ambassadors. They have the ability to generate leads, build trust, and create

long-term relationships - all just by being visible and engaging on platforms like

LinkedIn.

In today’s world, B2B is really P2P - person to person. And when your leaders

are actively engaged, they become the face of that connection, building the

trust and relationships that drive real business growth.

Unlock the potential of your people.