The answer is never. You bought the product or service as a personat a business. And whether you were at a business or you were a consumer, you’ve never bought a product or service from a business – you bought from people at that business (whether you knew them or not).
So, when it comes to marketing your business, regardless of whether you’re a B2B or B2C brand, it’s time to look at your marketing strategy differently. You need to stop thinking about B2B or B2C approaches and focus more on H2H: human-to-human marketing.