Businesses Don't Buy Things. People Do.
When we make strict divisions like B2B vs. B2C, we start to get very wrong ideas about what defines each side of the binary. We think when we’re selling to people, we have to speak to them like people and when we’re selling to businesses, we have to speak to them like businesses. But the truth is that there’s always a person or a group of people that you are trying to convince, and it’s always worth treating them like humans.