What digital levers for industrial and b2b marketing?

In the b2b and industrial sectors, aligning sales, marketing (and communications) to achieve better deals has always been a tricky business. This is becoming increasingly important as B2B buying cycles grow longer, more fragmented, involve larger teams, and follow less linear patterns. Additionally, salespeople are entering the buying cycle at increasingly later stages. At the same time, a whole range of digital marketing tools is available, enabling us to create an optimized match between supply and demand.