Business-to-business (B2B) companies are facing an “experience revolution” that is being driven in no small part by the superior interactions delivered by consumer-focused players like Amazon and Starbucks.
“B2B customers want this same kind of magic in their business lives,”Jamie Cleghorn, a Chicago-based partner at consultancy Bain & Company’s customer strategy and marketing practice, said at the Association of National Advertisers’ (ANA) 2019 Masters of B2B Marketing conference.
"And their level of expectation is rising. The B2B landscape is really evolving pretty rapidly."
In the recent past,...