Ah yes, the great B2B vs. B2C debate. A tale as old as time. Corporate, stuffy B2B struggling to compete with her younger, more creative, more fun consumer counterpart.

We joke, of course. But for Jon Griffiths, VP marketing EMEA at Pax8, B2B has a lot to learn from B2C. He joins David Rowlands, head of content, to unpack all, from the use of TikTok, adverts to Superbowl-esque standards, and why Pax8 have launched their own merch. Yes, really.

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