The Convergence of B2B and B2C Marketing
B2B sales processes are well known for having long lead times, multiple and revolving stakeholders in the decision making process and fluxuations in (read: vanishing) budgets. This has given rise to a plethora of Customer Relationship Management (CRM) tools like HubSpot, Salesforce, etc, with the main goal of maintaining timely, relevant contact with sales prospects. Almost as if B2B marketing is an endurance race where the last business standing wins the contract. Meanwhile, over in B2C, there is much more focus on the "now" - as in "buy now", "shop now", and so on. Immediate response, immediate results. And that has given rise to a focus on the interplay between Owned, Earned and Paid media. Specifically: Organic content and SEO to distribute relevant, timely and shareable news and information Social networks for peer reviews and real-time feedback Digital media for message optimization and cost-efficient scale While it's certainly va