Mastering nurturing in an always-on world

Like most B2B marketers, your challenge is threefold: The consumer’s day has changed; martech is maturing; and so is the B2B sales and marketing landscape. For one, the consumer — and in the B2B marketplace, the prospect or decision-maker — is always on and has the tools to be so. Focusing on B2B vs. B2C for the purposes of this discussion, your business consumers expect to be able to connect, receive, engage and transact within whatever channel, format and utility they choose at any given time. No big deal. Your assets and your means of doing business in this new reality have improved and multiplied. And there are increasingly powerful technologies and solutions available for you to leverage as a B2B marketer. So, what’s the one key to ensuring that you are benefiting from and delivering in the context of all of this that you may not yet have mastered? Nurturing.