BtoB magazine will merge into Advertising Age

On October 1, BtoB announced that it will no longer publish as of January 2014. Crain Communications' president and Ad Age editor-in-chief, Rance Crain, said: B2B and consumer markets are increasingly usig similar tools and wrestling with the same challenges, so it just made sense to have a single marketing publication."  I imagine that Crain knows best about magazine publishing -- but I wonder about his premise more generally: Do brand managers at B2B organizations really do the same things, when they go to work in the morning, as do the B2C brand managers?