Customer Experience is the most important aspect in B2B marketing. Yet, B2B companies still struggle with how to incorporate a customer-centric approach to marketing—one where every decision made surrounds the customer and their experience. What we often forget in B2B marketing is that although the target audience is a business, there is still a human within that business making the decisions. Human connections are made through emotions and the struggle to connect in a digital world continues to be a challenge. However, the B2B companies that are able to evolve and incorporate a new way of thinking will win in the digital landscape.