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Understanding Today's Market: B2B

Episode 44 | Aug. 16, 2022

In this episode, Gaia and Andreah discuss B2B basics with Merkle experts David Charles, VP, Customer Strategy, and Brent Walter, Sr. Director, Customer Strategy. Listen in for current B2B market challenges and insights.

Highlights include:

  • How do B2C and B2B prospects differ?
  • Why is a 401k a B2B product?
  • When it comes to messaging, how do marketing and sales interplay?
  • How does Merkle approach B2B engagement from a marketing perspective?
  • What are the differences in marketing plans between B2C and B2B?
  • What impact is inflation, privacy changes, policy changes, and supply chain effects having on B2B?


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Episode Details


Manager, Customer Strategy
SEO Associate Director


VP, Customer Strategy
Senior Director, Customer Strategy

Episode Notes

Gaia and Andreah chat with David and Brent about B2B marketing strategy. They discuss the power of clear, direct messages and why consumer behavior still applies to B2B relationships.


  • B2B is technically a method of selling, not an industry.
  • The fundamentals of B2C strategies can be used in B2B.
  • To do account-based marketing (ABM) successfully, brands must connect people together.
  • Digital experiences need to be as personal as possible.
  • Remember, there are people behind the business.


Episode Video