As active participants in the B2C economy, many B2B customers are changing the rules of engagement. They’re accustomed to fast, frictionless and personal experiences in their everyday lives. Intuitive services like Netflix and Uber are making B2B customers say ‘why doesn’t my supplier know me just as well?’. For all the ways business-to-business (B2B) marketing is similar to business-to-consumer (B2C), there are a few key differences. As with B2C, the relationship-driven nature of B2B business requires a persistent and holistic view of the customer across the entire journey. Otherwise it’s nearly impossible to effectively engage your customer. But B2B marketers and sales teams have significantly longer and more complex sales cycles than their B2C counterparts, which creates huge volumes of data. This data often becomes outdated more quickly as staff turn over and contacts within accounts change.