B2B marketers are under pressure to demonstrate the results of their programs — whether that be SQLs, ROI or brand preference — no matter the metric, there is a high expectation of accountability. Technology buyers are savvier than ever before, so technology marketers are under increased pressure to differentiate their offerings early in a buyer’s journey. Add in B2B buying cycles, with multiple stakeholders and a complex, nonlinear journey to purchase, and the stakes get even higher.
So, personalization is key — you need to make your marketing more relevant and more valuable to win business. B2B decision-makers want seamless experiences with brands, not unlike those they have with pure B2C companies.
Merkle is in a category of one for B2B marketing, as the only marketing agency that has the data, analytical, technology, media, and experiential capabilities to make true people-based marketing for B2B a reality. Our experience working with some of the largest and most innovative brands for 30+ years means our strategies are deeply entrenched in B2B’s nuances — not a B2C solution adapted for B2B.