By Kevin Akeroyd, Oracle Marketing Cloud
Traditional B2B marketing was about awareness. Digital marketing is about attraction. We no longer can afford to focus on a large, undifferentiated audience. We want — and need — to speak to those who are predisposed to listen to us. That means we need to know about them. Know about their interests. This way we can talk directly to them. Personalization has come to marketing in ways that were never possible with ads in trade publications.