In the not too distant future, B2B marketing will formally become P2P marketing. Person to person marketing, or human to human marketing, is really the way we should view all marketing activity. Employees don’t buy our products. Buyers don’t investing our services. People do. The better you understand your customers and their experience with your brand, the more successful your advertising campaigns will be. As I shared with Forbes recently, the world has shifted away from benefits-focused, product-based marketing to values-focused, attraction-based marketing, and we should too.