How (and why) Microsoft has transformed its B2B marketing focus from product to people

Microsoft, the technology giant, has transformed its business-to-business (B2B) marketing strategy in a holistic way.

Microsoft’s business-to-business marketers need to understand a broader audience than ever before.

“Over the last few years, we’ve seen increased complexity in the B2B decision cycle, with larger buying committees,” reports Caroline Keene, interim CMO

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