B2B communications has finally come of age, says Pattie Sullivan, a senior vice president in our Pittsburgh office who also heads our B2B practice. In a new CommPro byline, she tracks how business-to-business comms has gone from hidden away — invisible to the average consumer — to stake its rightful place as part of the whole brand experience.

“Organizations need to look at the entire brand experience from a holistic perspective — everything from product design to customer experience and all other touchpoints,” writes Pattie. “After all, since the COVID-19 pandemic hit, how we interact with everyone in our personal and professional lives has changed. Very quickly, we adapted to the new ways in which we communicate. And, we’ve set the bar high. We no longer silo our expectations; we expect the same, seamless experience across the board.”

Read the entire article here.