In my recent post, I discussed how people better understand what a product does and how it will benefit them if they experience it firsthand.

Today, I’d like to take that discussion one step further. It’s true that the world at large is realizing the line between servicing a previous sale and closing the next no longer exists—and that technology, specifically mobile and web apps, is the way to make sure that each one feeds the other.

In the business-to-consumer (B2C) space, data is an important aspect of how brands examine a target persona’s firsthand experience. However, in the business-to-business (B2B) space, the analysis and utility of data is not only driving market segmentation, but is also driving a two-way relationship with customers. Every day, B2B and considered purchase buyers make decisions with hefty financial consequences; decisions based on information exchanges with vendors and the market at large—more so than typical B2C purchases. Given that fact, mobile and web applications are a natural way to add ease and confidence to the longer, more complex B2B sales cycle—both in finding new customers and servicing existing ones. This is another reason why the next generation Market experience is about so much more than content; it is about interaction with knowledge through applications.