In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Birim Gonulsen about the consumerization of B2B, and the lessons B2B can learn from B2C. Historically, there was the assumption that B2B and B2C marketing are completely different and separate from each other. However, this is becoming increasingly less true. There will always be a distinction, but as it becomes more important to market to the individuals of a business as opposed to the vague idea of the business as a whole, there are lessons that each type of marketing could learn from each other. What could a B2C marketer bring to the table in a B2B context? Birim Gonulsen is a seasoned senior marketer with 20+ years of experience. She is the CMO, Southern Europe for Visa, and she has been with them for almost five years. Prior to joining Visa, Birim’s marketing career focused on B2C. She previously worked as Senior Director adidas Brand, EM North for adidas and as Marketing Director / Member of Executive Board for Hurriyet. She has also held many roles at the Coca-Cola Company including Marketing Manager and Business Development Manager. You can find Birim Gonulsen on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.