A new, digital era of B2B sales and marketing is upon us. It’s driven by corporate customer demand for online access to their suppliers’ offerings and expertise. Taking advantage of this shift is challenging because it requires moving from deeply embedded B2B sales and marketing models to data-driven, digitally powered partnerships between sales, marketing and analytics.

The rewards of digital demand generation – a pivotal piece of the B2B digital transformation puzzle – can be significant…

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This article is based on the book, The Definitive Guide to B2B Digital Transformation, co-authored by Fred Geyer, Partner at Prophet, and Jörg Niessing, Senior Affiliate Professor of Marketing at INSEAD.

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In the meantime, find out more on the topic in our latest report: ‘Benchmarking Digital Maturity in B2B Companies.
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