The Blurring of B2C & B2B.

Well this was a cool moment!! 👌

I’m feeling super stoked to have been part of the latest issue of #NZMarketing Magazine. Michael Friedberg and I sat down with Editor Penny Murray to discuss the ever-blurring lines between B2B and B2C marketing, and how the way we buy, engage, and make decisions in business has changed massively over the years.

We touched on how AI tech evolution has completely shifted our digital experiences and expectations, and we talk about how buyers now more than ever want more control over their journey - choosing when to engage with a human being (and making that moment really count). How cultural behavioural shifts mean people expect ease, transparency, and personalisation in business, just like they do in their lives.

The full article covers some of this, and we also explored some deeper ideas in our interview:

💡 How irrational, emotional compounding biases still play a huge role in B2B decisions (even though we pretend it’s all logic.)

💡 The rise of immersive B2B experiences - because sometimes, people need to see, touch, and experience to believe.

💡 Why AI and automation aren’t replacing human connection, they’re making it even more meaningful, when done right.

💡 Plus why the brands that will win in B2B from here on aren’t just selling, they’re building partnerships, communities and shared values.

What didn't make it to the piece was that whilst we're clearly amidst ephocal defining tech moment - if we look ahead, the signals are clear in that the new nature of competition is really not about technology at all. 

Al is moving much too fast for that, and we’ve seen tech shifts before - plus AI is super complex, and will become even more complex.

So IMO what remains, and what it always continues to be about, is the value you deliver to customers.  Simple. And if you stay true to whatever value you deliver, you will now see this be amplified through partnerships, people and meaningful engagement.

Your most valuable customer will be the solution seekers, not the information seekers. So understanding your customers not through data, but lives experiences and human drivers will be key to solving their 'real' problems.

Ready or not, 2025 is here people - it’s happening. And it feels like a time for change, for re-invention and for business that goes beyond the transactional. 

So go ahead and take a moment, grab cuppa and flick through this latest issue. It’s my favourite so far… because I’m in it. Kidding! 😂 - it's because I’m in it alongside some really top minds that I respect and admire, and some of those are brilliant peers I've crossed paths with over the years - you know who you are! 🙌

Leshhhh go!