This is an amazing opportunity for all of us, but it’s also a massive challenge. On the other hand, we’re free to experiment beyond the boundaries of white papers and feature sheets. We can relate to B2B buyers on a human level, bringing our empathy and experience to genuinely add value to their lives — and influence purchase decisions. On the other hand, as the market gets crowded with creative marketing, it’s harder to stand out. Even the most creative B2B marketers struggle with getting their work seen. They are challenged to connect with an audience, establish credibility and build an ongoing relationship.

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