Edward Low, CMO of We Are Group, argues that the over-reliance on martech and data analytics in B2B marketing has undermined human relationships, leading to a declining customer-supplier bond.
The rise of events like Salesforce's Dreamforce highlights the power of in-person interactions in B2B, successfully bridging the gap between buyers and brands by engaging both the immediate and prospective customers.
Events represent a holistic B2B marketing approach that combines brand building, thought leadership, and relationship-building, reaching 100% of the target audience effectively.
Post-Covid, the resurgence of the 'Experience Economy', as noted by Pine & Gilmore, showcases a growing demand for interactions that prioritize experiential engagement over traditional marketing tactics.
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