What blockchain means for B2B marketers

Michael J. McDermott

Explains the benefits that blockchain can have for the future in B2B marketing and the challenges the industry faces in securing its uptake.

A 2017 survey by HSBC found that 80 percent of the general public is blissfully unaware of blockchain, the technology behind cryptocurrency systems such as Bitcoin and Ethereum. While awareness levels are presumably higher among members of the B2B marketing community, blockchain is still a long way from being fully embraced.

What's hampering broader acceptance, experts say, is blockchain's association with the volatile cryptocurrency space, as well as the fact that so much of the current discussion around it is highly technical in nature.

"I think blockchain's credibility is generally broad-based among marketers, but people have a hard time...

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