2018 B2B Advertising & Marketing Outlook

Programmatic Takes Hold

Business-to-business marketers have traditionally been slower than their consumer peers to fully adopt programmatic advertising and data-driven marketing technologies. But after playing catch-up, they have now fully embraced automated ad buying, coming up with ways to maximize its impact for B2B’s more complex sales cycle.

The 2018 B2B Advertising & Marketing Outlook is based on an exclusive survey of B2B marketers and agencies conducted by Adweek BrandShare on behalf of Dun & Bradstreet. The findings examine how B2B marketers are adopting programmatic, their use of other data-driven marketing tactics, and the challenges they face in bringing greater alignment between marketing and sales.

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