B-to-B Marketers Must Think Like Consumer Companies

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Forbes, 9/22/10

It’s time to market to people.

Behind every business (“B”) is a consumer (“C”) who expects to receive a total customer experience. As technology and social media have advanced and consumers have risen to the top of the marketing pyramid, the distinction between B-to-B and B-to-C brands is no longer relevant. Companies that deal indirectly with consumers must now evolve their mindsets from B-to-B to B-to-P–Business-to-People. While this change in approach must begin within marketing departments, it should also be ingrained into the larger company culture to create a brand experience that encompasses products, services and employees.

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