As the walls between our personal and professional lives continue to crumble, many of the characteristics that traditionally separated B2C consumers from B2B buyers are now migrating across those artificial borders in both directions. Today’s B2C and B2B purchase journeys share more similarities than differences. Both are data-driven, self-directed, and set a high bar for emotional and contextual engagement. To meet customers’ changing needs and expectations, B2C and B2C marketers need to learn from each other’s experiences and adapt with a new set of strategies, tactics, and enabling technologies.
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