The problem facing B2B marketers is that they have not been given the same tools and capabilities available for B2C marketers to reach people on more than 500 channels available. That's because they don't have integrated data on the people they need to target, which hampers their addressable audience and reach.
The 2016 Forrester Report, “B2B Budget Plans Show That It's Time For A Digital Wake-Up Call," found that even though two-thirds of B2Bs indicated they would be increasing their digital budgets within the year, only about one-fifth considered their teams truly adept at leveraging data and insights for effective digital campaigns.
Darian Shirazi, CEO and cofounder of Radius, a leader in connecting B2B data and intelligence spoke with me about the big challenge that B2B marketers have had in trying to target a CIO.
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