According to this CITE World article, there are many similarities between B2B and B2C in the way of reaching the consumer.  Avanade surveyed more than 1,000 business and IT decision-makers and found that business buyers are willing to pay more to get a better customer experience. Just as they are with consumers, social networks are an important way to get a reliable word of mouth for business buyers as well.  Some of the mass marketing strategies such as email or media ads do not work well anymore with business customers. This trend indicates that businesses need to attract buyers online by improving and customizing their website to enhance the customer experience when they visit.

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