That’s right. I said it. Business-to-business is dead.

With the proliferation of online networking and the movement towards authentic online personalities, selling to businesses has shifted back to where it started.  We no longer operate in a world where firms do business with firms, companies with companies. We’re getting back to the basics of relationships: individual to individual.

Gyro sums it up nicely on their site:

Death was inevitable when people began to carry their telecommunications and computing power with them. From that point “The Firm” lost its place as the organizing principle of business.

Whether you’re a mom-and-pop print shop or a multi-national marketing agency, you’re really just a bunch of individuals doing business with other individuals.

So start acting like it.

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