B2B is dead, long-live business-to-human [Video]

At the end of your B2B strategy will be a human, not a business. Act accordingly argues Cheil UK’s Rikke Wichmann Bruun as part of The Drum’s B2B focus.

After checking into a hotel recently and heading up to my room, I found a welcome note signed by the hotel manager placed neatly on the table. There’s nothing unusual about that; hotels often leave guests welcome notes. What struck me about this particular note, however, was that it not only welcomed me to the hotel but also hoped that I would enjoy the conference I was attending and reassured me that my dietary requirements would be taken care of by both the conference organizer and the hotel during my stay.