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With new technology that allows for unprecedented targeting and scaling, B2B marketers are able
use strategies that used to only make sense for B2C.
B2B Adopts and Adapts B2C Strategies
B2B marketers are starting to think about their content and audience in the same way as B2C
marketers. They are beginning to effectively use programmatic ads, conversion tracking, A/B testing,
and other technology to build consumer-like brand relationships at scale.
B2C concepts—holistic, cross-channel, automated, full-funnel marketing—are now necessary to be
successful in B2B. According to Forrester, 90% of the buying process now takes place before the
prospect ever reaches out.
B2B Matures
(Bizo, Forrester)
37

With new technology that allows for unprecedented targeting and scaling, B2B marketers are able
use strategies that used to only make sense for B2C.
B2B Adopts and Adapts B2C Strategies
B2B marketers are starting to think about their content and audience in the same way as B2C
marketers. They are beginning to effectively use programmatic ads, conversion tracking, A/B testing,
and other technology to build consumer-like brand relationships at scale.
B2C concepts—holistic, cross-channel, automated, full-funnel marketing—are now necessary to be
successful in B2B. According to Forrester, 90% of the buying process now takes place before the
prospect ever reaches out.
B2B Matures
(Bizo, Forrester)
37

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