B2B Brands Deploy 'Always-on' Marketing Strategy to Keep Up with Buyers

Customer engagement must be perpetual, not to mention highly relevant

By Michael Bradford

There are several reasons B2B buyers seek out new vendors, ranging from a problem with an existing solution to relocating the business. But the reality is that buyers could be on the hunt for new vendors at just about any time. That's why marketers need an "always-on" approach to providing relevant content, according to a recent study, making sure they get on the short list of potential suppliers.