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

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.