Your customers are consumers. They discover new retail shops on Instagram, learn about the latest healthy food brand during a commercial break while streaming on Hulu, and turn to Google for every question they have. They are bombarded with the same :15 video ads, beautifully merchandised Facebook carousels and entertaining blogs. They have come to expect that content of interest will appear when, where and how they need it. All marketers, B2B – B2C or B2B to C must have these behaviors in mind when developing their marketing strategies.