In my last article, I discussed the Consumerization of B2B and why this marketplace is increasingly expecting the same gratifying customer experiences as in their roles as consumers. Remember, if you’re selling into the B2B market your customer’s job is either to buy things, as with purchasing agents, or to buy things in order to get back to their job. Either way the experience should be as painless and efficient as possible since, you know, it’s what puts bread on the table.

I have held for many years that, ultimately, B2B customers are subject to many of the same influences and psychological needs as consumers. Sure, there was a time when personal relationships, three-martini lunches, and even cold calls could do the trick in many industries. However, with the advent of a multiplicity of distribution as well as information channels, B2B selling has become much less straightforward. The democratization of information makes for a better informed a