Today's image courtesy of http://www.straightnorth.com
Obviously, given the name of my blog (b2i), I don't think B2B and B2C marketing is apples & oranges. While the purchasing processes may vary, the choice to buy always comes down to an individual. B2B marketers who fail to reach that person on a level that connects with their needs won't be successful. Buyers and decision makers no longer clock into "work" at 8am and clock out at 5pm. Building affinity for your brand is a 24 hour investment these days, and the minds of the individuals making the decisions are fair game during all 24 of those hours. Social media and mobile information access have blurred, and maybe even removed any boundaries between work and home. Making sure you own enough digital real estate, and using that real estate effectively, can help influence your customer even when they are "off the clock."
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