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How Account-Based Marketing is Changing the Role of B2B Marketers, and Why It Should

How Account-Based Marketing is Changing the Role of B2B Marketers, and Why It Should. business2community.com.

Not long ago there was a media drumbeat of B2C and B2B marketing techniques are merging. Or you might have read that B2B and B2C are passé, marketing today has to be P2P person to person .

This all made a certain kind of sense, as marketers of every stripe were heavily focused on lead generation. And lead generation is very dependent on brand awareness, so the strategies and tactics did look very similar for B2B and B2C. In fact, many were exactly the same.

That s changing. You might even say we re putting the B back in B2B. Here s why: Today s B2B marketers have to move beyond the lead generation role of simply filling the sales funnel with individual, named leads.

That s a reasonable priority for consumer marketing; you just need one decision-maker to sell a hat, or shampoo, or organic beer.


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