As smartinsights.com writes, the key factors are the “Know, Like, Trust factor”. And as socialmediaexaminer.com writes you have to help buyers. If you help and educate them they might become your "social agents", and they might buy from you, but surly will spread your words.
So we could actually say, that there is no such thing as B2B anymore, but B2P - where P is for people.
Though for many years by now I don't believe in B2B, I was also telling P2P, as if two major corporations CEOs or VPs don't like each other, and causing hard time to each other, business could go on a wrong track.
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