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FEATURE: B2B going global

With an increasing number of B2B agencies, vendors and brands going global, is now the time that globalisation of the B2B market is becoming more advantageous?


Without a doubt, technology is helping more brands and agencies connect with overseas markets and go global.

It would appear, thanks to the digital revolution that we find ourselves in the midst of, that globalisation in all aspects of B2B marketing is becoming ever more achievable. Technology is an increasingly important factor in this, enabling brands to run campaigns internationally with a greater degree of control than ever before. Consequently the marketing function is becoming the target for global tech giants – Oracle’s recent $871 million acquisition of marketing automation vendor Eloqua is the best example of this, and Adobe too has made no secret of its wish to dominate the marketing space.