Video: An Inside View on B2B Tech

Share this article:

Consumers aren't the only ones changing their buying behaviors. B2B purchasers are too—they're consumers, after all. This evolution in behavior means that B2B marketers have to pivot to meet the change.

Brad Wamsley, managing director of the telecom and B2B practice at Harte-Hanks, dives deep with Direct Marketing News on how B2B marketers can tap into marketing technology to improve their performance.

But nothing is as simple as it seems.

"It's not as easy as just buying a piece of technology and deploying and assuming you're going to solve all your problems," he says.

It's about having a game plan in place, both operational and tactical, to ensure you can gain the promise a piece of technology is offering. In a word: strategy.

Says Wamsley of the new B2B purchase persona: "As marketers, we need to understand where they are and why they are and be able to communicate with them there differently."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.