B2B Martech: Applying Consumer Marketing Strategies In The Business World
The masses have spoken – between the demand for digitized customer experiences and streamlined digital business operations, the marketing technology space has grown an additional 24% since 2020. But most martech investments and advancements have been largely confined to the business-to-business (B2C) sector (e.g., augmented reality for e-commerce or grocery and improved digital payment options that help to encourage brand loyalty).
The business-to-business (B2B) sector? Not so much.
Why? Because there used to be a limited number of companies to sell to, which made targeted direct outreach to others very feasible without the need for innovative technology. Now, there are just too many companies to keep track of without the assistance of technology, making the traditional approach of personal outreach and direct selling no longer sustainable.