What Works Where: the future of B2B digital marketing

Matthew Carlton

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

For years, marketers and corporate communicators have been predominantly responsible for the messages business brands put out to influence their key audiences. However now employees are just as likely to be carrying messages to the outside world, and thanks to digital, can often be believed more than the CEO.

As Fran Brosan, Chairman and Co-Founder of Omobono, informed an audience at the MRS Future of B2B Research Conference (June 2017), digital has completely changed the way organisations communicate and do business. Comms has moved beyond marketing and into the hands of every department in the organisation, meaning they must all...

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