Great comment from Anthony Lombardo on the mythical convergence of B2B and B2C marketing approaches. I could not agree more.
… B2B trends follow B2C with a good 12-24 month lag, sometimes even more. That gap is shortening though, and the two seem to be on converging paths. So right now you can innovate on B2C, then double your ROI by repackaging for B2B – or at least that’s the thought. But that doesn’t work. B2C focuses around a single user and impulse buying. B2B is slower, requires support of the entire buying team, and is much less likely to succeed with impulse tactics. While some of the technology will be shared between B2B and B2C, the application of that technology is a lot more complicated and specific to the market.