According to Google’s Changing Face of B2B Marketing, many B2B marketers operate under the myth that B2B marketing should only target the highest-level executives. In reality, the decision-making ecosystem has dramatically changed. 81% of non-C suite workers now have a say in purchase decisions.
“B2B marketers need to understand that it’s not just about targeting a specific buyer, online. The B2B decision making process is a journey that involves not just one audience, but many. Company influencers and end users actually weigh in on the purchase decision,” says Todd Ebert, MultiView’s Chief Marketing Officer.
This ebook shows B2B marketers how to navigate today’s changing world of digital marketing by understanding online audiences and applying a variety of audience targeting techniques.