‘Modern’ is all the rage in B2B

Uptake of ‘modern’ digital marketing techniques and technologies is growing steadily throughout the B2B sector, says new research, although budget and data remain the main obstacles. Joel Harrison reports.

Almost 60 per cent of B2B practitioners consider themselves to be ‘modern marketers’ in that they are enthusiastically embracing a broad range of digital marketing techniques. That’s according to a new survey by B2B Marketing in association with Oracle Eloqua, which sought to define what it means to be a ‘modern marketer’ and the extent to which practitioners aligned themselves with this definition.