Is This the End of B2B Marketing as We Know It?

Business-to-business (B2B) marketers expect their responsibilities to be very different in two years. November 2014 polling by ITSMA found that brand and positioning was the No. 1 marketing responsibility among B2B marketers worldwide, cited by 90%. Lead generation and brand communications followed, tying for second with 85% of respondents each.

However, increased focus on personalization and data are driving B2Bs to rethink how they approach their customers and manage all of the information they gather, and the ...