Carat, comScore and HSBC: Channel, data and lead generation strategies from the AOP B2B Conference

Joseph Clift

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. One statistic cited by several presenters on the day is that 70% of B2B purchase decisions take place before the seller first makes human contact with the buyer.