If you’ve been in the B2B marketing business for fewer than 15, you’ve been operating in the first generation of data-driven marketing’s golden age. The internet and the tools we use to leverage it give us the ability to be more fact-led than ever.
And yet, despite the huge proliferation of powerful enablers, there remains a reality we should stay cognizant of: As human beings, we’re prone to ignore things that are not right up in our face.
Right now, for example, many companies are clearly neglecting their brand presence in their market. As a direct result of this neglect, all their marketing and sales efforts significantly underperform.
