Transforming B2B marketing: Six steps forward and three paths to take

This article examines three paths for B2B companies to take if they want to adapt to the digital age.

Drawing on in-depth research with B2B marketing leaders, Julie Schwartz, Bev Burgess and Vincent Rousselet write on three paths of transformation for businesses looking to adapt to the digital age.

Twenty years ago, digital marketing was in its infancy and B2B marketers were just beginning to understand the tsunami of change bearing down upon them. The first social networking site, Six Degrees, launched in 1997. That year also saw the first kno (Yahoo! and Alta Vista were the primary search engines), and the first instant messaging client, ICQ.

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