B2B and B2C marketers are starting to follow the same playbook

The long-expected convergence of B2B and B2C marketing is gaining momentum as business and consumer buyers show increasingly similar behaviors, notes a report by Forrester.

The long-expected convergence of B2B and B2C marketing is gaining momentum, as business and consumer buyers show increasingly similar behaviors.

That's one of the key conclusions of a recent Forrester Consulting study, titled "B2B and B2C Companies Face Similar Hurdles with Complex Buyer Journeys." The study, commissioned by Adobe, took the pulse of 552 manager-level and above B2B and B2C marketers. Fifty-two percent of those polled agreed that they have seen more similarities in the behavior of business and consumer buyers in the past two years.