What B2B marketers can learn from B2C
Business-to-consumer marketers – ever anxious to keep up with an evolving millennial audience – boldly assert their willingness to test, fail and learn as they sample the latest spin on Instagram, the newest Snapchat engagement tool or the most responsive Facebook Messenger chatbot.
But business-to-business brand stewards have been more cautious in embracing the spate of new technologies. And, as Bob Liodice explained, the reason is simple: "Creating customers equals growth. And, in this day and age, growth is so hard to come by."
In an opening address to the...