B2B marketers should be concerned with technology, talent and integration with sales and research and development, according to a panel at BMA's "Blaze" conference in Chicago. Marketing sits in the center of "technology that puts everything together -- from marketing automation, to e-mail, to point-of-sale for distributors -- and turning all that into an arrow for sales to use to close a deal," said John Jacko, vice president and chief marketing officer at Kennametal. That sort of innovation requires a cultural shift, Emerson CMO Kathy Button Bell said, but will lead to "a big, positive experience for the customer if we can achieve that."

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