There have been interesting shifts in B2B in the past two years. What’s changed? To find out, we surveyed B2B decision makers about their research and purchase habits. The results debunk a number of widely held beliefs and have major implications for any B2B marketer.
The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call for some brands. That’s because over the past two years, there have been some rather interesting shifts, not just in how B2B buying decisions are happening, but also in who’s responsible for them.
This was certainly something the folks at Caterpillar recognized when they launched four new videos for their “Built For It” brand campaign last year. According to Caterpillar Global Marketing Services Manager Renee Richardson, Caterpillar understood that the B2B audience was now younger and online. Thus, the company set out to make the Cat® brand more human, more approachable, and more relevant…
