For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience.
For marketing messages to stand out in today’s digital ecosystem, B2B teams must be fearless in how they formulate their strategies, budget for unique tactics and prove the projected ROI to senior leadership on their efforts. Those who can remain fearless through these challenges position their marketing teams to build a customer-obsessed brand that offers relevant and contextual experiences.