B2B

Marketing as we know it has changed dramatically, especially in the B2B world. I bet you're not surprised to hear me say that. I'm not the first to say it, and I certainly won't be the last. Observing changes to companies' methods for engaging their customers is the easy part. What's harder is understanding the nature of those changes and what they mean for you and your marketing teams. But as luck would have it, I recently found some help thinking through this a few weeks ago, when my local chapter of the American Marketing Association asked me to participate in a panel on the future of marketing...