by Brian Anderson, Demand Gen Report (excerpt)

This recent Demand Gen Report article on the importance of personalization in B2B brands includes excerpts from Brian Solis’ keynote presentation at B2BMX 2018. In his remarks, Solis pointed out that B2B customers are now expecting B2C levels of personalization: “[Uber and Tinder] deliver experience standards and expectations that effect everything marketers do…They don’t go to work and forget what they do as humans. There’s a new normal that doesn’t blur the line between B2B and B2C.”

From the article:

During his keynote presentation at B2BMX, Brian Solis, Author and Analyst for the Altimeter Group, pointed out that B2B companies are not only competing with each other, they’re also competing with B2C businesses such as Uber and Tinder. Buyers now are so accustomed to receiving these unique, customer-focused experiences in their personal lives, that they demand them when they’re in their buying journey.

“[Uber and Tinder] deliver experience standards and expectations that effect everything marketers do,” said Solis. “They don’t go to work and forget what they do as humans. There’s a new normal that doesn’t blur the line between B2B and B2C. They just want things personalized. More successful companies are looking and prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities.”