Digital marketing is no longer a nice-to-have—it’s an imperative

November 20, 2017

Digital marketing is no longer a nice-to-have—it’s an imperative

Today’s B2B buyer relies on content to make informed purchasing decisions and they decide which content to consume and which channels they use to consume it. With this shift in buying behavior, B2B marketers must use digital to help influence decision makers where, when, and how they are conducting their research on their buyer’s journey.

According to SiriusDecisions, those organizations that market to the buyer’s journey, using integrated (digital and human) campaigns, generate twice as much pipeline. Maria Chien, Service Director, Channel Marketing Strategies for SiriusDecisions, says digital marketing matters more than ever because the B2B landscape is rapidly changing due to the complexity of B2B buyers.