Alison Orsi, IBM: The next evolution of B2B marketing is combining data and emotion
By Alison Orsi
Some even argue that converging markets and new technologies are making traditional B2B marketing obsolete. Personally, I believe that although how we market must change, what we do stays the same. Good marketing requires insight, creativity and engagement to trigger an action based on belief.
Being able to influence action in this way requires the ability to have credible empathy. Our clients expect us to engage with them with knowledge that is personalised, relevant and increasingly anticipatory.
Digitally enabled interactions, and the data they generate, are allowing us to shift from knowing segments to knowing individuals – people are implicitly and Read full story ›
Source: Marketing Week
