B2B marketing is undergoing a revolution. Throughout the 20th century, marketing was mostly a “spray-and-pray” operation. Marketers would fashion advertising campaigns aimed at the widest possible audience, in the hope that some of them would be attracted to their brand.
In the 21st century, all that has changed. The rise of B2B marketing tech has empowered marketers to change their MO radically: now, it’s possible to identify niche audiences, create content that speaks directly to their needs and wants, and automate communications across all stages of the buyer’s journey.
