If Ray Kroc from "The Founder" was selling his milkshake mixers in 2020, he would most likely be doing it online. The last 20 years reshaped both B2B and B2C industries. Still, there shouldn't be a dividing wall between the two. One can learn influencing tactics from the other. That is exactly what the leading B2B software companies such as Microsoft
do by hiring B2C experts to influence their B2B storytelling, communication and brand image.