Technology is providing marketers with opportunities to support the B2B customer journey and enhance the experience like never before. This chapter outlines:
The opportunity: How technologies such as IoT, AI and blockchain are helping B2B businesses to capture and capitalise on customer data.
The hybrid challenge: Why maintaining a human element online is fundamental for businesses to maintain relationships with buyers.
The potential: Why technologies like AR are expanding into B2B and how they can give a competitive advantage.