Business-to-business (B2B) companies are facing an “experience revolution” that is being driven in no small part by the superior interactions delivered by consumer-focused players like Amazon and Starbucks.

“B2B customers want this same kind of magic in their business lives,”Jamie Cleghorn, a Chicago-based partner at consultancy Bain & Company’s customer strategy and marketing practice, said at the Association of National Advertisers’ (ANA) 2019 Masters of B2B Marketing conference.

126907f01

Jamie Cleghorn, a Chicago-based partner, Bain & Company’s customer strategy and marketing practice

"And their level of expectation is rising. The B2B landscape is really evolving pretty rapidly."

In the recent past, B2B sales and marketing generally “lived at the bottom: We lived at price, and performance, and steak dinners,” Cleghorn asserted. "Today, the new B2B construct extends to providing customers with higher purpose – including hope, and even vision.”