For B2B Marketers, Building Relationships Trumps Blanket Approach

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Targeting based on specific business needs is long-term strategy

B2B companies short on cash are trying to maximize the resources they have. According to an August 2012 study by Demandbase, a targeting platform, and Ziff Davis, a technology media company, B2B marketers said their No. 1 challenge was lack of budget.

With eyes set on getting more out of investments, social media has moved up the chain of importance for US B2B marketers, coming in just behind search optimization, a stalwart of the B2B online marketing mix. That social media was employed by 60% of marketers, followed by 53% using content marketing, is an indication of the important role engagement is now playing for ...

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