In 2024, B2B marketers face unique challenges and are increasingly turning to their B2C counterparts for inspiration. In this session, we'll explore what B2B marketers can learn from B2C marketing programs, from personalization techniques and data hygiene to the underlying mechanisms that impact both business types. On the flip side, we'll discuss obstacles that B2B marketers face, like third-party filters and subscriber sourcing and how marketers can tackle these challenges.