Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Instinctive and Structural Frameworks for Marketing

By Published on .

One of the biggest changes to b-to-b marketing is the evolution of skills needed to engage today's buyers of complex products and services, says Ardath Albee, on the Marketing Interactions blog. There are a lot of moving parts that need to be strategically integrated to produce results, she observes, everything from technology to myriad content types, storytelling, nurturing, sales transitions and sales enablement. All these and more must work together with the lead generation and awareness that comprised the marketing goals of the past.
Most Popular
In this article: