South Africa, Sept. 14 -- Content Marketing Institute research tells us that B2B marketers are doing well when it comes to educating and growing awareness but are struggling with building lasting relationships and building the bottom line. The rise of digital has resulted in an ever-increasing wave of competition to reach audiences, be they business or consumer. So how do we engage customers through to point of sale and beyond?

1. Data

Like everyone else, the B2B buyer is going digital-first. An IDC study found that 75% of B2B buyers and eight out of 10 C-level execs use social media to make purchasing decisions. That's great but remember: when posting content, B2B brands are not only competing against other business accounts but also a...