This presentation, delivered by Liya Sharif of Qualcomm Technologies, was part of "The Consumerization of B2B Marketing" event held May 21, 2015 in La Jolla, organized and hosted by SoCal BMA. We are living in an era where the lines of marketing are becoming blurrier and less defined. Channels are intersecting and cross-pollinating one with the other. Social media is blending our personal behavior with our professional one. When thinking of Qualcomm, you immediately think of it as a B2B brand. At the end of the day, Qualcomm's biggest customers have been OEM's. But when you properly understand what Qualcomm stands for, you then immediately realize that, one way or another, everyone gets impacted by it: Robotic, IOE, Connected home, wearable technology, automotive... Qualcomm is the essential accelerator of progress in mobile and, in today's world, everyone wants to get affected by progress. Brands are focusing less and less on targeting just consumers or just businesses. As a result of this new media landscape, audiences have blended and brands are now adding the notion of replacing B2B or B2C with H2H (human-to-human). It's becoming less about who your brand is or the message it is trying to send. The key to success these days is to 'speak more human'. Liya Sharif shared insights on how this concept applies to Qualcomm in a very relevant way.