B2B and B2C buying patterns are converging into “Business to Everyone”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 30, 2019, 2:31 PM UTC

70% of marketers can’t differentiate between B2B and B2C buying experiences.

This piece cites Adobe’s recent survey of 1,215 marketers and B2B buyers in the UK, France and Germany. The survey states that the buying experience of B2B and B2C consumers are merging and giving rise to the concept of “Business to Everyone”, or “B2E”.

Both B2B and B2C buyers are looking for a great product at reasonable prices along with security, protection and ease of business from their vendors. 85% of B2B buyers want to be treated fairly as a customer, and 78% want a brand to be transparent about their work.

Similar to B2C consumers, B2B buyers are now paying attention to factors like brand’s contribution to social or environmental causes. Both sets of buyers are likely to disengage from brands whose purpose doesn’t match with theirs.

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