Have you ever noticed that many B2B websites are good at educating but bad at transacting? Do you recognize that even buyers of complex solutions across longer sales cycles still expect a B2C-type customer experience? Today's guest, Samantha Stone, the author of Unleash Possible: A Marketing Playbook That Drives Sales, has built her career at the intersection of sales and marketing. In this episode she speaks to Ethan about: What is the difference between B2C and B2B customer experience and why does it matter?What are some of the key trends in buyer expectations that are shaping the future of B2B customer experience?How can salespeople offer personalized experiences to buyers at different stages of the buying process?What are some of the structural challenges that hinder B2B organizations from delivering a seamless customer experience?How are automation and AI impacting the customer experience in B2B, and what are some of the benefits and drawbacks of these technologies? More information about Samantha and today’s topics: LinkedIn Profile: https://www.linkedin.com/in/samanthastonemarketing/ Company Website: https://www.unleashpossible.com/ Other Relevant Links: https://www.amazon.com/Unleash-Possible-Marketing-Playbook-Drives/dp/1937985881 Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Amazon, or Google Podcasts, and find more episodes on our blog.