Today’s B2B sales journey puts the customer firmly in the driver’s seat — but marketers can still shape the journey by responding to customer intent signals. To successfully sell to the enterprise, savvy marketers are moving beyond accounts and industries to target individual buyers with personalized content.
This white paper examines how B2B marketing professionals at companies such as Hewlett Packard Enterprise, Capital Group and BNY Mellon use first-party intent data to better understand a specific buyer’s interests and provide personalized experiences.
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