Business buyers are bringing their consumer behaviours to the workplace. With these high consumer expectations, should B2B marketers look at adopting B2C tactics?

While B2B marketers tend to be focused on generating leads for the sales team and creating cycles of engagement with customers, we are sometimes guilty of forgetting that our sales processes are still a peer-to-peer process.

To keep up, assess and adopt B2C tactics as needed, such as easy-to-use mobile websites, effective on-site search, integration with social channels, personalisation and offer the same levels of communication and transparency.