Carat, comScore and HSBC: Channel, data and lead generation strategies from the AOP B2B Conference
Joseph CliftWarc
Business-to-business (B2B) marketing is often thought of as a significantly different discipline to business-to-consumer (B2C) marketing. But presenter after presenter at the B2B Conference, organised by the UK Association of Online Publishers (AOP) and held in London in March 2013, pointed out that pressing issues ranging from the proliferation of media touchpoints to uncertainty over the correct measurement metrics are equally relevant to both types of marketers.
The state of play for B2B
B2B marketers face a tough selling environment....