Data-first B2B strategy

This article argues that the complexity of reaching B2B decision-makers necessitates an effective, data-informed strategy.

Data-first B2B strategy

Alistair Dent

Reaching B2B decision makers can be complex. It is essential that you have an effective, data-informed process. Alistair Dent of iProspect UK demonstrates how to collect first-, second- and third-party data, how to make sense of it, and how to activate it to set user receptivity.

Digital marketing in B2B is a funny thing. Enterprise sales are characterised by long lead times, complex decision-making structures and enormous change management processes. Even at the smaller end of the B2B scale, finding and reaching decision makers isn't as straightforward as finding consumers.

Whether your sales require human...

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