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Dun & Bradstreet’s 2018 ‘B2B Advertising & Marketing Outlook’
Programmatic media buying has become the standard for B2B marketers.
Today’s marketers no longer question whether programmatic technology is the right way to purchase digital advertising. Online campaigns using display, mobile, video, content and other digital media — are now bought and sold almost exclusively — using platforms that pair customer data with ad inventory for better targeting at scale.
Business-to-business marketers have traditionally been slower than their consumer peers to fully adopt programmatic advertising and data-driven marketing technologies. But after playing catch-up, they have now fully embraced automated ad buying, coming up with ways to maximize its impact for B2B’s more complex sales cycle.
This report from Dun & Bradstreet is based on an exclusive survey of B2B marketers and agencies conducted by Adweek BrandShare. The findings examine how B2B marketers are adopting programmatic, their use of other data-driven marketing tactics and the challenges they face in bringing greater alignment between marketing and sales.
Visit Digital Marketing Depot to download “2018 B2B Advertising & Marketing Outlook.”