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.


"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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