How data analytics is transforming B2B marketing.
Consumer marketing might have grabbed many of the headlines around data-driven marketing, but B2B marketing is also going through a revolution thanks to digital change with all the hype that has accompanied the digitisation of consumer marketing, it is easy to forget that another important field of marketing has been going through its own digital revolution.
While it might not boast the same massive data sets as those wielded by consumer marketers, business-to-business marketing (B2B) has been making steady strides in improving how it captures and utilises data to fine-tune the sales process.
