As the median age of B2B decision makers goes down, the perceived difficulty of reaching and persuading them through B2B marketing goes up.

Many successful marketers raise their eyes to the skies looking for divine inspiration. Do the processes and concepts that have driven success up to now no longer matter? Is it now just an investment in marketing automation that makes the difference?

The B2B Marketing World Is Old and New

It’s still marketing’s job to create sales by delivering messaging and benefits that are

  • Valuable and relevant.
  • Distinctive from the competition.
  • Compelling, and create the urgency that propels the prospect through the consideration journey.


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