Hanne Tuomisto-Inch, Google’s Industry Head, B2B, is chairing the IAB’s B2B Council and playing a leading role in helping develop an informed adoption of digital marketing techniques by the sector.
B2B marketing, or Business-to-Business marketing, is the marketing of one's business product or service to another business. The B2B audience is different from the consumer one in that with businesses, it is much more of a Monday-Friday audience rather than the 24/7 demands of the consumer world.
Whilst B2B marketers are embracing digital channels like never before, many fear the industry is being left behind. With the impact of the digital revolution, the challenge for the B2B marketing industry is to ensure the wider industry adapts and positions itself for success with this pace of change. Whilst this is a challenge for the B2B industry, it’s a huge opportunity for those who embrace and adapt to the possibilities provided by digital marketing.
Recognising the gap in the industry, the IAB's B2B council is committed to educating B2B marketers to keep them abreast of this change. By evangelising and promoting the medium, the council works on a number of initiatives such as the release of whitepapers, toolkits and other value-add short-form content.
