HOW TO: Maximise behavioural targeting

The rise in behavioural targeting is transforming B2B marketing at a time when greater efficiency and innovation is paramount. Alex Blyth reports

There has never been a greater need for B2B marketers to create innovative and effective marketing strategies than there has been over the past two or three years. For many, behavioural targeting is increasingly the answer. To give just one example, Gavin Sinden, digital strategy director of digital marketing agency EquiMedia, points to Panasonic’s use of behavioural targeting to buck the global downturn and increase sales in a challenging market.