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How B2B brands are outperforming their B2C cousins in the Participation Age

The most potent and efficient brands in the world today are being built with people, not for them. They outperform the competition without outspending them, forge closer connections with buyers and get their market to do their marketing. We call them participation brands.

Iris’ 2021 global participation brand Index (PBI) study shows that B2B brands are not only thriving in the participation age, for the first time they’re outperforming their B2C cousins.

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