B2B marketing has played second fiddle to B2C for an age, being the poorer, less sexy cousin with very little representation or voice in the market. But times have changed and the B2B marketing sector has quickly matured
In recent years we have seen a drastic reduction in the effectiveness of email due to poor strategic execution, dodgy data, the cluttered inbox and many other reasons – now for this popular digital B2B marketing channel this age old principle is starting to take some real meaning.
In the past I have written about the risks associated with over-digitisation in B2B marketing, but now I am more concerned about ‘Screen-time Overload’, which I see occurring with business people everywhere.
