Joseph Puthussery, Cisco's VP demand generation, believes his company's marketing should look more like Netflix's.

During last week's SiriusDecisions conference, Mr. Puthussery lauded the streaming giant's ability to personalize its website for millions of customers for a product selling for $8.99 a month. He said there was little reason for Cisco's website not to offer similar personalization, considering its software is much more expensive.

Here, Mr. Puthussery discusses how b-to-b marketers can incorporate elements of b-to-c strategy into their work: