Change: It’s an inevitable part of life and survival hinges on our ability to adapt. Take B2B marketing, for example. Companies have been following a traditional model to attract potential buyers: running various advertising campaigns, focusing on inbound marketing, and deploying large sales organizations to cold-call and book meetings. However, B2B buyers have evolved their purchasing journey. Instead of being sold to, buyers now take a more proactive role in their search for products, solutions, and services, and are engaging with content like never before.
