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The workplace has changed. Bring-Your-Own-Device and social networks are deeply embedded in the largest of enterprises. The result? Total disruption in the B2B buying cycle. Buyers have more information than ever before (Dan Pink). And 57% of the B2B buying cycle is now complete before the first engagement with sales (Google/CEB).
B2B Marketing will respond with technology-driven engagement
Engagement = Revenue. A recent Bluewolf study of over 450 Salesforce customers found that 84% believe customer engagement will overtake productivity as the primary driver of growth.
Marketing relies on content, social, and technology to fuel engagement. However, in order for content + social to become the driving powerhouse that it has been promised to be, marketing must embrace a complete shift in thinking. It must: