Business-to-business marketers are remaking the profession by understanding that "culture eats strategy for breakfast, lunch, and dinner," in the words of SAP's Jonathan Becher. Other marketers such as Fusion.io's Trip Hunter, have injected emotion into B2B campaigns to connect with customers on a deeper level. "Attaching ourselves to something that is inspirational and representative of who we are as a company says much more about what drives us and our business," Hunter says.
SAP and Fusion.io marketers show B2Bs how to adapt
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