Adopting a Disruptive Mentality to Win the B2B Data Game

Marketers at legacy brands can learn from startup companies’ digital playbook

By Christopher Hosford

Major B2B brands bring several advantages to the market compared to smaller businesses and startups, including brand recognition, significant resources, and longtime relationships with customers and suppliers. But when it comes to leveraging their own data for opportunistic growth — not just incremental performance gains — B2B marketers lag behind their entrepreneurial competitors and could be ceding precious market share.