Successfully Making the Tectonic Shift from B-to-C to B-to-B

May 29, 2015

Executive Summary

BlackBerry’s transition from the B-to-C to B-to-B market was a complex and challenging one. The brand needed to build out B-to-B marketing functions from scratch while also retaining and leveraging B-to-C best practices to connect to consumers on an emotional level. BlackBerry shared the journey of this transition, and offered insights and takeaways from the last 18 months.



Source

"Capitalizing on Change: Skills for the New Era of B-to-B Marketing." Michelle M. Smith, SPIM, CRP, VP of Research at BMA and VP of Marketing at O.C. Tanner. BMA 2015 Conference, 5/27/15.

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