By now, we can all agree — digital has changed everything. So, it only makes sense that digital is responsible for blurring the lines between the marketing strategies of business-to-business (B2B) companies and those of business-to-consumer (B2C).
Now that we can reach individual customers at scale, we have to start treating every customer as a person first, and the “customer persona” second.Forrester analyst Steve Casey put it eloquently in his latest research by calling this trend the rise of the “B2B consumer.” For a career SaaS marketer, I’ll admit my first reaction was skepticism.
