REPORT, 14 Pages
Published: Oct 2015
Author(s): Forrester Consulting
Topic(s): b2b

B2B Prospecting Goes Digital in the Age of the Customer

A commissioned study conducted by Forrester Consulting on behalf of AdRoll

In June 2015, AdRoll commissioned Forrester Consulting to evaluate how effectively B2B marketers use digital technology to reach early-stage buyers. Forrester tested whether the more-sophisticated use of B2B marketing technology—including programmatic display-ad targeting—correlates with the ability to better engage early-stage buyers at scale.

Gain insights into critical opportunities for growth and refinement within your current digital-marketing strategies:

Key findings from the study:

  • How digital leads the way in the proliferation of B2B-channel use
  • Why B2B marketers struggle to engage early-stage prospects
  • Where B2B marketing technology and automation maturity can be improved
  • Which technologies have an impact on increased organizational maturity and successful engagement of early-stage prospects