What do marketing professionals from industries as diverse as food service, laboratory supply manufacturing, data storage and financial services all have in common? Each of them see consumer data and content management as keys to the future of channel marketing in their respective industry.
Panelists at Business Marketing Association Minnesota‘s February event, “Strategies to Win: The Evolution of Channel Marketing” all agreed that the level at which their company leverages data in its marketing channels has increased significantly in recent years. Marketers are leveraging consumer data to identify trends and better craft B2B buyer personas. Increasingly, these personas are targeted with inbound content marketing tactics to bring them along to a purchase decision.