# Breaking Down the Impact of Consumer Preferences on B2B Technology

By Ben Thomas · Published 2023-12-01 · Updated 2026-06-08 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/breaking-down-the-impact-of-consumer-preferences-on-b2b-technology
Creator hub: Pro AV Today

> Consumer expectations shaped by e-commerce are forcing B2B technology companies to rethink their entire business model

## Key points

- Consumer expectations from e-commerce are reshaping B2B models.
- B2B companies are integrating digital innovations to meet new demands.
- Augmented reality and virtual spaces are key in modern retail and office environments.

Block Field

In this episode of [Pro AV Today](https://marketscale.com/shows/pro-av-today/), host [Ben Thomas](https://www.linkedin.com/in/benthomasproav/) is joined by **Mark Peterson** from [Shen, Milson & Wilke](https://www.smwllc.com/) to dissect the intricate relationship between consumer preferences and B2B technologies. They focus on shifts in the consumer world that are progressively influencing the B2B technology landscape, particularly in the AV industry.

Mark emphasizes the growing impact of consumer-driven e-commerce and service models on the B2B domain. He highlights the evolution from product-centric to service-oriented offerings, underlining the significance of added value services in B2B transactions. This shift indicates a move beyond traditional technology offerings, focusing instead on the overall customer experience and the added benefits accompanying products.

The conversation then pivots to the role of technology in enhancing human experiences. Peterson points out the accelerated changes due to COVID-19, where technologies previously limited to personal use are now integral in professional settings. He remarks, "We've finally realized that our end users exist both in the home and in the office space," illustrating how the blending of personal and professional tech environments is shaping user expectations and product development in the B2B sector.

> We've finally realized that our end users exist both in the home and in the office space.
> *— Mark Peterson, Shen, Milson & Wilke*

In discussing the future trajectory of technology in business, Peterson touches upon the influence of consumer choice and market instability, noting, "Customers' values are changing, but it's (still) inconsistent behavior." This unpredictability necessitates a more flexible and responsive approach from B2B companies to meet the evolving demands of their clientele. The integration of consumer preferences into B2B strategies, especially in retail, shows a significant overlap between the two realms, where strategies like omni-channel marketing are becoming crucial.

> Customers' values are changing, but it's (still) inconsistent behavior.
> *— Mark Peterson, Shen, Milson & Wilke*

Tune in to the full episode for more!

Tags: audiovisual industry, B2B technology, Consumer preferences, E-commerce, service models

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