What if B2C companies marketed themselves like B2B companies

What if consumer focused companies (you know, B2C) marketed themselves like business focused (B2B)?

I mean, have you ever really taken a close look at how virtually all B2B companies market themselves? The vast majority, if not all, really focus on the things that they think make them unique. Things that really aren't, or even worse, things that their customer base doesn't even care about. Like how many employees or offices or certifications or customers they have. Like the fact that they are members of their business partners' educational programs or advisory panels. Or that they are driven to deliver the highest quality for their clients, or the fastest growing in their industry or geography. Or that they have a methodology that they follow that allows them to do the things they do for their clients, or a process, even.

It would be like Toyota saying to consumers "You should buy our cars, because we use an assembly line to put them together. And our assembly line uses robots. Oh, and we use metal, plastic, and rubber to make the cars." Or it would be like Coca-Cola saying "Our product has carbon-dioxide in it, and when you open the bottle, you will hear a small hissing sound. And it comes in cans, too. And we also make a sugar-free version. And we have bottling plants in just about every country in the world." I mean, when you are thirsty, and standing in front of that cooler at the local Quick-E-Mart, do you really care how many countries Coca-Cola has bottling plants in? Well, why would a business buyer care how many countries you have offices in?

No B2C company would ever market themselves this way. They get to know their consumers, trying to understand the emotional triggers and the lifecycle of their customers, and create aspirational marketing programs and campaigns that connect those consumers to their brands.

I've never really seen any B2B (my own included - we do a great job of this for our clients, but for some reason keep resorting back to this when it comes to our own marketing - although we're trying) companies doing anything near an adequate job of this (if you find one, please let me know about it).

If you don't believe me, the next time you are at a business trade show, count how many of the companies there are marketing themselves this way. I bet that out of hundreds of exhibitors, it will be hard to find even one.