"'[T]ransmedia storytelling' holds much promise in helping B2B marketers think more deeply about how they connect their marketing and communications efforts," writes Sam Ford. The distinctions between B2C and B2B transmedia were pondered at a conference by the Transmedia Branding Research Group, which came out of the Annenberg Innovation Lab at the University of Southern California. Ford writes that B2B marketing can be more reliant upon real people, and can be set in a real-world context. The B2B world can create interest in the people behind the scenes, and emphasize expertise, not just the product benefits.

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