6 essential values B2B leaders will need in a digital future
By:Heather Hurst In today’s environment of constant digital transformation, B2B marketing work is growing increasingly complex. This is partly because of the exploding number of data, analytics, and automation tools now available, promising unprecedented insights into every aspect of the customer journey, but not necessarily helping us decide what to do with the insights we gain. It’s partly because the people we’re trying to reach are drowning in data, too (lest we forget, we are not marketing to businesses but to individuals within those businesses). This data is coming at them from every conceivable digital device and app, and we’re stuck competing for ever-diminishing scraps of human attention. It’s also partly because automation and remote working trends are changing not only the work we do but also when and where we do that work. What’s a marketing leader to do? How can we help our teams succeed in the present and prepare for…