In a previous post, I talked about using conventional B2C tactics with a B2B audience and touched on the changing expectations of B2B customers. The merging of B2B and B2C in the minds of our customers, highlighted in Demand Gen Report’s 2021 B2B Buyers Report,¹ means that our audiences are expecting a more polished, personalized (and more self-serve) user experience (UX).

However, the B2B path to purchase is still quite different than B2C in most cases. It can be long, complex, and non-linear. The procurement process can also vary greatly between customers. There is no one-size-fits-all marketing or selling formula.