Google, Amazon and Facebook have changed buyer expectations across the globe—not just in the B2C world, but in the B2B world as well. Nowadays, when a buyer interacts with a company, they expect that company to know something about them and help them find and buy the right solution to their problem.
The classic example is Amazon’s “customers who bought this item also bought” section and how Amazon makes additional purchase recommendations to you based on your prior behavior.
