Have marketers over-played the difference between B2B and B2C consumers?
Summary: Chris Adams argues for a makeover in B2B marketing, emphasizing that B2B purchasers are individuals with emotions and preferences, akin to B2C customers. But B2B and B2C have important differences. B2B purchasers are just people like everyone else. So why do we treat them differently? Yesterday, Bo Sacks posted an article by Chris Adams…