How marketers are rewriting their B2B playbooks to win over a new generation of decision-makers
By Eyeota
The need for B2B companies to differentiate themselves in the eyes of prospects and clients has never been greater, and the data-driven marketing tools to do so have never been more robust. However, legacy B2B mindsets, protocols and practices can take a lot of work to break, resulting in a sea of sameness regarding messaging and tactics within many B2B categories.
As a new generation of decision-makers takes the helm, B2B organizations must fundamentally rewrite their marketing playbooks, starting with the data that powers them. The B2B organizations that thrive in the near future will be the ones that innovate around company structure, preferred channels and how they communicate with buyers.
In this Q&A, the Custom in-house agency at Digiday spoke with Kristina Prokop, co-founder of Eyeota and general manager of audience solutions at Dun & Bradstreet, about changes B2B marketers and companies are making to meet the needs of new decision-makers and set themselves up for success in the long run.
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Source:: Digiday
