Businesses have recognized the importance of informed decision-making when it comes to purchasing. Thus, marketers rely heavily on data analytics, audience segmentation, and personalized targeting to create more effective advertising strategies. Traditional B2B and B2C buying motivation has not changed, but interactions with brands are becoming more similar.

In this episode of the MarTech.org podcast: Data Makes the Difference, Sally Slarke, Dun &
Bradstreet’s SVP of digital audiences, and Kim Davis, editorial director at MarTech, discuss how brands connect directly with customers – regardless of whether they are buying for themselves or on behalf of their companies.

Tune into the podcast and learn:

● How to track buyer behavior before giving up their first-party data.
● Where data comes into play when it comes to personalization and ABM.
● How companies use data to reevaluate and reshape their advertising budget strategies.