Where is your B2B marketing strategy headed?
by Vin DiGioia
Similar to their B2C counterparts, the past decade has seen many B2B marketers move en masse from traditional channels to online/digital channels – many times with less than remarkable results due to poor execution and other tactical failures.
While online strategies such as content marketing may have begun to wane in certain sectors, a recent study has shown that many B2B marketers are expect to shift the focus of their future efforts back to the buyers. The results, released by eMarketer, show that a whopping 85% of respondents plan to spend more of their resources on understanding buyers and their needs, as opposed to “brand and positioning”, which is their current primary focus:
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