The business-to-business (B2B) industry is in a positive space. Specialist B2B agencies are connecting brands to demand to business results by creating powerful creative and content experiences that are combined with data science and enabling technologies. As digital business transformation disrupts business-as-usual models, B2B marketers are seeing and taking advantage of myriad opportunities. Digital technology and B2B marketing make a synergistic team. Digital technology allows B2B agencies to develop and execute strategies that drive interest and awareness at the top of the funnel and then pull customers and prospects through the funnel with pace. That said, Tom Stein, chair and chief client officer of Stein IAS, cautions that digital marketing can lean towards what market research company Forrester calls “left-brain marketing”. This means there is “a greater focus on the science of marketing than the ‘right brain’ art of engaging buyers on a human level”, says Stein. Because in...

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