Mark Connon — CEO, Bombora
Published:
In the B2C world… it’s kind of a one to one relationship between brand or agency and the consumer… With B2B, the focus is on not so much the person but the company. And not just the company, but the buying group within the company.
What does Mark Connon say on B2B Agility with Greg Kihlström?
Mark Connon, CEO, Bombora, says: Mark Connon explains the activation gap between B2C and B2B advertising, attributing it to structural differences when targeting companies and buying groups rather than individuals. He advocates for an ecosystem model—combining specialized data partners via a data co-op—and emphasizes seamless activation and richer engagement-based measurement so marketers can reach accounts earlier in the sales cycle and convert intent into strategic pipeline.
From: B2B Agility with Greg Kihlström
Cite as: Mark Connon. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-connon-in-the-b2c-world-its-kind-of-a-one-to-one-relationship-bet