B2C marketing has always been pretty focused on the Customer Experience (CX) but why has B2B been ignoring it?

Today, the same people who bank online, book plane tickets on their mobile on the commute to work and shop from their tablets are also B2B buyers. So when they look for a product or service these people bring high consumer expectations with them.

Knowing your audience is key- its time now that marketers consider that behind each business purchase sits an individual who experiences great CX in their day to day lives- so shouldn’t they deserve the same level of CX in business as well?