Wells Fargo’s business-to-business marketing formula: small budgets, big ambitions

Wells Fargo, the financial services provider, believes that large budgets are not always essential to drive business-to-business (B2B) growth.

Wells Fargo invests the vast majority of a $1 billion-plus marketing budget into the retail side of its business – and has the tech stack to prove it.

The bank's business-to-business (B2B) marketers, less richly endowed, have certainly noticed. "Data management platforms, programmatic buying, multi-touch attribution, marketing mix modeling: our retail approach is really sophisticated," Michael Laco

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