DIGITAL TRANSFORMATION IN B2B MARKETING

July 26, 2021 | 10:40PM

The B2B marketing industry is saturated with the latest buzz words and trends. ‘Digital Transformation’ is one of the biggest! There are approximately 4,000 marketing technology vendors out there with a target audience that evolves on a daily basis. With this in mind, how can B2B brands and marketers bring about transformative success?
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Spotlight

In ABM, less is definitely not more. Successful ABM requires dedicated staff, preferably – as in the Juniper example – one marketer to one account. It can even work with the more typical scenario of one marketer looking after three to five accounts. The difficulty comes when marketing is asked to sc


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