For decades, marketing professionals operated inside a clean binary. Business-to-consumer (B2C) brands competed on emotion, speed, and desire. Business-to-business (B2B) brands competed on logic, trust, and ROI. The channels were different, the timelines were different, and the people doing the buying were thought to leave their consumer instincts at the office door.

Platforms like TikTok, Instagram, and YouTube are now functioning more like search engines, where people discover brands, products, artists, and information before they ever go to Google.