B2B Marketers Get Up Close and Personal (Possibly)

Will brand managers put the hard sell to rest and embrace the art of the subtle?

By Patricia Yeager

Most B2B professionals taking part in a recent survey say that building a human connection with their buyers has become more important to closing sales since March 2020, when the pandemic hit. Nevertheless, many B2B marketers continue to struggle with cultivating a personalized approach to getting their message out.