B2B is adopting D2C habits

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Good morning, Marketers, and the digital economy is getting more personal.

This isn’t only the call from Adobe CEO Shantanu Narayen at Adobe Summit, but also the motivation behind the evolving app marketplace landscape, through new discovery features and integrations at Salesforce and HubSpot.

The B2B business customer has adopted many of the buying habits of D2C e-commerce consumers, especially with fewer live conferences and in-person meetings in the last two years. More important than just habits, the B2B customer’s needs have changed. They need quicker service to implement rapid transformation.

Since this journey is more digital, there’s more data, and an expectation, to make it more personalized. To keep up with other B2B and B2C trends, there’s no better way than to immerse yourself in over 45 sessions at our MarTech virtual conference March 29 and 30 (registration is free). We’ve made it easy for attendees to select relevant talks ahead of time so their schedule is personalized and ready to go on these two big days.

Chris Wood,

Editor

Shorts

What we’re reading: On the subject of privacy, marketers experienced a rewind last week when HBO was slapped with a class action lawsuit alleging that it was sharing the viewing histories of its HBO Max subscribers with Facebook. The alleged violation wasn’t with CCPA or other newer state laws, but instead with the federal Video Privacy Protection Act (VPPA), which has been on the books since 1988 and was intended to protect the rental histories of video store customers. The law was passed after a journalist obtained the rental history of Robert Bork. Interesting that, these days, all our digital trails are subject to the same scrutiny as a supreme court nominee, although the processes are largely automated and the goal is to sell you more things, not discredit you from joining the highest court in the land.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.