Some clear distinctions remain between the business-to-business and business-to-consumer markets: B2B buying cycles are longer, the purchase motivation is different, and the cost of a sale is higher.
But, in some fundamental ways, the lines between B2B and B2C marketing are blurring. Business buyers are becoming as empowered as their consumer counterparts. They expect the same benefits and experiences from B2B brands as they receive from the consumer brands in their personal lives, said Glen Hartman, global managing director of digital transformation for Accenture Interactive.
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