Business-to-business (B2B) marketing presents a unique set of challenges and has often been treated as a completely different marketing practice from business-to-consumer (B2C) marketing. But there’s one important thing to remember, and that is that all of the business customers are also B2C customers outside of their work life.
Today we’re going to talk about B2C expectations in a B2B world and how consumer expectations can be managed and even exceeded in a B2B environment. To help me discuss this topic, I’d like to welcome Chris Costello, Executive Vice President, Worldwide Strategic Accounts at Amazon Business.
About Chris Costello
Chris Costello is the Head of Worldwide Strategic Accounts for Amazon Business. Since joining Amazon in 2021, Chris leads the organization that drives all Fortune 1000 B2B Business for Amazon. Her organization is responsible for the full lifecycle of a deal, include Offer Development, Sales and Specialist teams as well as the go to market strategy with AWS.
At Amazon Business, she created and is the executive sponsor for the Women’s Advocacy Circle. Chris is a diversity champion and serves as a mentor for a variety of groups including business leadership, women entrepreneurs, and veteran groups.
Prior to joining the executive team at Amazon Business, Chris was the Vice President, Business Sales Services for AT&T. At AT&T, Chris built and led a team of 600 across five million clients and managed a multi-billion dollar revenue base. She architected complex sales and product positioning that catapulted the company as a leading player in the emerging industry. She delivered solutions for large enterprise businesses and drove massive growth in strategic services.
Chris has completed executive programs at Notre Dame, MIT, Southern Methodist and Texas A&M and holds a B.A. from Shippensburg University of Pennsylvania.
Resources
- The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/
- Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/
- Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com
- The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company
Chris Costello, Executive VP of Worldwide Strategic Accounts, Amazon Business
