Does familiarity with consumers truly benefit B2B brands?
The consumerization of B2B is an increasingly discussed topic. But what is the true value of connecting with a consumer audience?
Our B2BNow study rates 64 B2B brands, based on a survey of close to 9,500 consumers and 450 business decision- makers, across nine countries in North America, Europe, Asia and the Middle East.
The findings may surprise you.