Getting ahead of the curve amid the consumerisation of B2B marketing

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

Apart from being a disruptor of many industries and sectors globally, COVID-19 has sped up a trend that was already occurring...