B-to-B and B-to-C Boundaries Are Blurring. Here’s What It Means for Marketers

For many years, business-to-business marketing largely operated in the shadow of its higher-profile consumer-facing cousin. Of course, b-to-b marketing mattered. But it typically lacked the scale, glamour and creativity of business-to-consumer marketing. If one is asked to name a cutting-edge campaign, the ones that come to mind are from iconic consumer brands such as Nike,…
For many years, business-to-business marketing largely operated in the shadow of its higher-profile consumer-facing cousin. Of course, b-to-b marketing mattered. But it typically lacked the scale, glamour and creativity of business-to-consumer marketing. If one is asked to name a cutting-edge campaign, the ones that come to mind are from iconic consumer brands such as Nike,…