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B2B2C marketing sits in its own strange universe: part enterprise, part consumer, and entirely shaped by gatekeepers, complexity, and wildly diverse end-users.

In this conversation, Annie Furlong (VP of Consumer and Growth Marketing) breaks down what makes the model uniquely challenging, especially in healthcare, where literacy, access, and timing fundamentally shape how people engage.

Annie shares how she built a niche community for B2B2C marketers, why personalization must scale across wildly different audiences, and how trust becomes the differentiator when your product only matters at a moment of need. She also dives into leadership, vulnerability, and why curiosity is still an underrated competitive advantage.

→ How to navigate the “no silver bullet” reality of B2B2C

→ Why healthcare marketing requires translation, timing, and empathy

→ The critical link between vulnerability, confidence, and leadership

→ How to approach AI with skepticism, experimentation, and a beginner’s mindset

→ What excites leading marketers heading into 2026