Monday, December 19, 2011

B2B is dead.

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That's right. I said it. Business-to-business is dead.

With the proliferation of online networking and the movement towards authentic online personalities, selling to businesses has shifted back to where it started.  We no longer operate in a world where firms do business with firms, companies with companies. We're getting back to the basics of relationships: individual to individual.

Gyro sums it up nicely on their site:
Death was inevitable when people began to carry their telecommunications and computing power with them. From that point “The Firm” lost its place as the organizing principle of business.
Whether you're a mom-and-pop print shop or a multi-national marketing agency, you're really just a bunch of individuals doing business with other individuals.

So start acting like it.
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  1. It's not dead yet but it is on life support. There is still the mentality in the enterprise of "No one gets fired for hiring IBM" or similar large established firms - but in general, more and more people are buying from "people" again instead of the brand or the reputation. Not to say those aren't important, but definitely 2nd and 3rd place. This was much of what I felt writing my manifesto ( and how I work.

  2. B2B is a myth. Businesses are made up of people, people with opinions, preferences, flaws, etc. so it's always been people communicating with people, we just now have the ability to have deeper conversations and relationships than we ever have before thanks to technology.

  3. Great insights, Chris and Kim. I definitely look at you two as great examples of the non-B2B, personal relationship mentality.

  4. Awesome write up! You seem to have great knowledge and grip over this industry.

    Love reading your blog! Keep the Good Work.

    b2b market

  5. Thanks Mike! I'm glad you appreciated the post.