Insight paper

The Consumerisation of B2B. The demise of B2B and the rise of P2P

20 December 2020, 12:00

By Dean Music

The adage that people buy from people, not brands or businesses, couldn’t be more relevant in the B2B market of today – and tomorrow. 

To win and retain business, B2B organisations need to develop a client-centric model rather than one focused on price or product. To do this B2B brands need to consider the client journey and experience, much in the same way B2C organisations have done for years. 

B2B organisations recognise that if they can deliver the right experience to their clients and keep their loyalty, they will be able to acquire a larger market share and grow revenues. 

But to achieve that there needs to be a dramatic change in not only approach, but also mindset. 

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