In the past B2B and B2C marketing were considered as very separate entities. How the two different audiences were approached was very different. It was clear. B2C focused on enjoyable and relatable content and B2B emphasised the reasons to invest in the product. However, the gap between the two is reducing.  The B2B audience is evolving and becoming more sophisticated. As a result, the need for a positive customer experience is rising in importance for all businesses. More info