B2B Expo logo

27 & 28 MARCH 2019

ExCeL LONDON

Adam Williams: Speaking at the B2B Marketing Expo

Adam Williams

DBS Data

B2P – The Next Generation of Intelligent Targeting

Relevance has long been a prerequisite to the success of marketing campaigns but B2B has focused upon organisational characteristics ignoring the decision makers profile except for job title or function. The revolution that is B2P marketing recognises that it is individuals within organisations that make decisions. For truly relevant marketing we must focus on specific characteristics of the individual, what engages them and what interests them right now. A seemingly huge challenge in our ever more regulated space, so is it really possible?

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