By Alex Sibois

B2B advertising is a multi-billion dollar a year industry and yet, very limited research has been done over the years on this topic. Historically, the largest professional industries such as financial services, construction or healthcare were either very conservative or extremely regulated which made them late to adopt the most innovative models.

They were slow with their digital transformation and (some) less driven by online marketing. As a result, digital models and measurement standards are often based on B2C benchmarks.

Nowadays, brands need to see changes because professional audiences are behaving differently even if, many B2C fundamentals could still apply.

Here Read full story ›

Source: The Drum