Humanizing B2B Marketing

In the latest edition of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, B2B Institute’s Global Head Jann Martin Schwarz speaks with Dean Aragon, CEO of Shell Brands International. After a successful career at Unilever, Dean is now bringing some of his skills for “data alchemy” to a quintessential B2B brand. Jann: Let’s start with a deceptively simple question. Why is B2B different from B2C and in what respects are they similar? Dean: The differences in B2B (vs. B2C) are obvious to many in terms of the commercial dynamics and the target customer […]

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