One technology brand on the challenge of pivoting from B2C to B2B
Foursquare has switched from being consumer-led to B2B and is leveraging its location data history to find a new market.
Foursquare is a business that many may remember from the early days of the smartphone.
Launched in 2009, Foursquare City Guide was a popular destination app that let you discover the best restaurants, bars and stores that your city had to offer by ‘checking in’ to them. It burned brightly for a few years before the likes of Google, Instagram and Facebook started to make the idea of ‘checking in’ somewhat redundant by letting you tag locations alongside posts.
Michele Morelli has been head of marketing and communications at Foursquare for nearly four years and was attracted to the role after its CEO Gary Little pitched her the opportunity to help build Foursquare as a “geospatial platform” and, in turn, grow its B2B business.
