Compared to their B2C brethren, B2B marketers have historically lacked scalable solutions that enable them to unlock the value of their first-party data and leverage third-party data to power their Marketing initiatives. Furthermore, navigating B2B data and measurement is complex and comes with unique nuances, such as finding the right data at scale globally, creating custom audiences, and measuring impact at the account level.
eMarketer forecasts B2B digital spend will top $6 billion in the U.S. alone in 2019. As B2B ad spend and media mix increases, the unique set of challenges that B2B marketers face has been amplified. The first step is to detail these challenges at-length and help paint a picture of what needs to be overcome in order for B2B marketers to successfully run campaigns at-scale globally.