One of the many characteristics of modern B2B marketing is the sheer volume of options available. Today’s marketers are faced with an ever-growing number of tactics, channels and tools to utilize—but a solid strategy and an integrated approach is necessary.
With every new “shiny new marketing toy” that rolls out, there is often a tendency to jump on board with fervor. And if we’re being honest, I think it’s because all of us deep down—from marketing to sales, and up to the C-suite—are hoping for that magic “silver bullet” that will singlehandedly give us a competitive advantage, attract more prospects and close more deals (and maybe replace the need for all other marketing efforts)…
