The conversation about brand versus demand marketing needs to change. Brands can’t rely on investing at the top and the bottom of the funnel and hope that everything connects. Here, we look at why marketers need to take control of the middle of the funnel to drive value.
Promoted from Stein IAS By Thomas Hobbs-25 February 2021 13:50pm
Being able to adapt to changing customer behaviours amid the continuing COVID-19 pandemic, as well as showing more compassion in marketing campaigns, are among the key areas B2B marketers will need to improve in order to succeed in 2021.That’s the verdict of marketing leaders from Microsoft, EY and Mitel who spoke on ‘The New Growth Agenda’ panel as part of The Drum and Stein IAS’ recent #B2BWorldFest.
Answering a question from The Drum’s trends editor Rebecca Stewart on what some of the biggest changes will be for B2B marketing in 2021, Microsoft’s managing director for UK sales Ravleen Beeston replied: “With more people obviously at home, further growth is inevitable in the online space. However, it might come from less traditiona