What is B2B marketing and why marketers should care

The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable, and more complex. The challenge for B2B marketers is to support what is now largely a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.
As companies speed up the  adoption of digital processes and technologies, it is likely you will soon be interacting with increasingly tech-savvy customers. As a result, you can no longer appeal to buyers using traditional tools. Marketers need a more analytical and innovative approach to selling.