Global market dynamics and trends have changed the B2B success playbook forever. Commoditization, pricing pressure, channel complexity, customer demands for knowledge, and more have all combined the way we think about how we engage and deliver value to customers.  B2B customers, facing the same pressures, are looking for new and better ways to partner with their suppliers, thus creating the need for B2B marketers to take a more strategic approach to the experience they deliver. In this session, we examine the case for rethinking your approach to experience management in order to deliver mutual value.