Many of today’s popular marketing principles were designed for the B2C model, but the B2B sales cycle—and, by extension, B2B marketing—are quite different from B2C. Sean Geehan, founder of the Geehan Group and author of The B2B Executive Playbook: How Winning B2B Companies Achieve Sustainable, Predictable, and Profitable Growth, and Anubhav Saxena, Vice President, Marketing, HCL, will talk about the ways that B2B can create customer intimacy and use it to differentiate themselves and to blow away competition. They will also talk about the gap between marketers and business leaders, and the four-step process they implemented at HCL to help bridge that gap so marketers can galvanize the relationship with customers.