All too often, B2B marketers forget that business people are consumers, too.

Yes, you can keep on keeping on with conservative, boring marketing communications. Or you can truly engage business people the way they like to be dazzled in the rest of their lives.

And to hear software giant SAP's interim CMO Jonathan Becher tell it, that's exactly the mindset he's bringing to this global powerhouse's marketing operations, too.

According to Becher, the distinction between B2B and B2C has all but disappeared. So he's out to humanize the brand, and communicate how SAP helps people, not (just) their companies, thrive.

To that end, Becher offers up a more provocative thought - that digital as we know it is "dead."

I went straight to the source to find out more.

Q&A: JONATHAN BECHER PT 1: 'DIGITAL IS DEAD'

Audio Link:

GW Q&A: SAP'S JONATHAN BECHER PT1

(Approx 5:25)

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