Ep 117: Defining modern B2B with Alex Weston, Sales Director at SparkLayer

We discuss the definition and confusion of B2B, the different angles and channels B2B brands are faced with, what B2B2C and B2C2B brands can learn from each other, the emergence of B2B buyer experiences and what it means for B2B buyer personalisation and whether we need to rebrand or democratise the concept of omnichannel.

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Your Basket Is Empty is a Digital Commerce Agency. We help consumer brands navigating £5m - £50m in revenue make better commercial decisions. We do this by evaluating people, process, technology and customer experience to produce a digital roadmap which is delivered and managed by us. Our podcast and newsletter aim to inform, inspire and entertain the modern commerce community. We do this by highlighting the most interesting industry news and sharing the stories and practical advice of agencies, brands and original digital thinkers.