You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Can't B-to-B Advertising Be More Like B-to-C? It Already Is Speakers Contend What Works in Consumer Marketing Works in B-to-B -- Storytelling, Disruption, Segmentation, Engagement By Rance Crain, Published on June 23, 2014 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.