These images show you how different the business buying experience and the consumer experience are.
The first is the Edison Purchasing department in West Orange, NJ around 1920.
The second is what your personal shopper is doing right now.
Many take their business decisions ignoring how far are they apart, and apply marketing methodologies taylored for mass market to win the attention of industrial customers. The results are un-escapable...
This is the reason why B2B marketing is closer to "Direct Marketing" and B2C is closer to "Social Marketing"
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