Why B-to-B Marketers Should Adopt a B-to-P Mindset

Regardless of who creates the message, the audience is always a person

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CANNES, France—For years, the terms business-to-consumer and business-to-business have helped explain what companies do and how they market themselves. They’ve set boundaries and provided direction.

But life has a habit of not conforming to the language people invent to describe it. Things change. Words lose their precision. New ones are needed.

Something of this sort is happening in the b-to-b category, where more CMOs are investing in brand marketing and adopting traditional b-to-c tactics that embrace emotion and promote purpose.

I think this is b-to-b’s decade.

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