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Industry leaders chime in on the most important communications issue in advertising

We recently sat down with seven leading business-to-business marketers (B2B) to talk about where the industry’s heading and whether the distinction between B2B and business-to-consumer (B2C) is collapsing. With B2B and B2B arguably converging, some commentators are heralding a new synthesis: human-to-human marketing. We couldn’t help taking the opportunity for a bit of buzzword-busting: do our experts see something new there, or just a trendy new phrase?

Business-to-business (B2B) pros market to businesses; their business-to-consumer (B2C) counterparts market to customers. It’s a distinction that feels as old as the industry and sounds almost tautologically true. But is it? We sat down with seven B2B experts from The Drum Network to find out just how much of a gap really remains between the two disciplines.