For years, the narrative has been that B2B lags behind B2C when it comes to customer experience. Retailers, travel brands, and hospitality leaders have often been seen as the early innovators, while B2B was cast as playing catch up. But that perception is outdated.

In this conversation, Merkle’s Eric Buss, Head of Customer Experience, and Catherine Jolly, B2B Marketing Strategy Lead, share why 2025 marks a turning point: B2B organizations are poised not just to close the gap but to leapfrog ahead. With stronger tech stacks, richer customer data, and the power of AI, B2B leaders have the foundation to build experiences that go far beyond simple personalization.

They explore what’s driving this shift, from the rise of account-based programs and the breakdown of data silos to the growing role of AI. They also highlight how B2B service is evolving into the new sales, opening new revenue streams and reshaping traditional models.

Watch the full discussion to learn why B2B is primed to set the standard for world-class customer experiences in the agentic future.