Defining B2B marketing success in a post-digital era

The past 20 years have been challenging for B2B marketers who had to keep pace with technology-driven change, but they now need to brace for even more profound change wrought by technology.

Technology has driven tremendous change in marketing circles and across society at large during the first two decades of the 21st century. Initially, the impact of the digital age was most evident in B2C precincts, but the same forces quickly spread to B2B sectors. The good news for B2B marketers is that, as challenging as it's been to keep pace with technology-driven change to date, they've done a pretty good job of it. The bad news? They haven't even scratched the surface.

As much change as they have absorbed the past 20 years or so, B2B CMOs and brand managers...

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Insights Team
Bray Leino

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