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The Shifting Landscape of B2B & B2C

Ian Baer, founder of Sooth, discusses the shift from B2B and B2C marketing to a new approach called B2I (brands to individuals). In this new model, individuals operate in multiple modes and make 90% of their choices based on emotions. This changes how we view the marketing landscape and requires focusing on demand detection rather than demand generation. Brands should understand people's needs and provide relevant content and experiences before competitors. By creating emotional connections, customer value can increase four times, and customer life can be extended by almost two years.