B2B lags in digital. In some places more than others.
Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads. If a client needs something, an account exec gets a call, whips out their cape and flies over to the client to solve the problem or make the sale. Industrial marketers especially follow these strategies. So, where’s the need for digital?