DEMAND GENERATION: The consumerisation of B2B Marketing

The consumerisation of the B2B marketing landscape is having a profound effect on the way organisations engage a business audience. So how is this shift manifesting itself and why should B2B brands care? 

It used to be easy to tell a business marketing campaign from a consumer marketing campaign, and all too often the comparison was not flattering to the world of B2B marketing. In recent years, however, we have seen the distinction become more and more blurred, as B2B marketers shake off their inferiority complex and adopt bolder approaches to fresh ideas.