B2B marketers have historically spent a lot of time musing about how different their jobs are than those of B2C marketers, but these days it’s the similarities that have become more important to successful customer relationships.
“Events in 2019 and prior was typically 40% of a typical B2B company’s marketing budget. A very good B2B event is an extremely productive investment,” Merkle B2B CEO Michael McLaren says on this week’s episode of AdExchanger Talks.
According to Michael McLaren, global CEO of the B2B group at Merkle, who analyzes Bombora data, the boost in engagement is part of a shift toward greater reliance on digital tactics across the customer lifecycle, amplified by ongoing and dramatic changes in the marketing landscape wrought by the pandemic.
“Magic Quadrant” soared to the top of the leaderboard this week following Gartner’s announcement of its annual report. The significant uptick in search around this term confirms marketers’ interests in identifying solutions and service providers that can help them enable intelligent, personalized buying experiences for customers.