Ginger Conlon

Editor-in-Chief at Direct Marketing News

As editor-in-chief of Direct Marketing News, Ginger Conlon develops and directs its editorial vision and content strategy across all communications platforms. This includes a print publication and quarterly supplement, digital content, e-newsletters, customer publishing, and live events.

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Context will be as important in B2B as it is becoming in B2C

Right now, there’s a huge and building buzz about contextual marketing – taking real-time data about customers and using that in the moment of truth to deliver messages, content, and offers. Most of that conversation is in the B2C area, however there’s the same significant opportunity for B2B marketers to harness that contextual opportunity.

Think about the behavioral tracking that you can do on your B2B customers when they’re downloading whitepapers, or they’re attending webcasts, or what have you. There’s a lot of contextual data you have on your B2B customers that you can use to respond to them in that moment of truth.

And doing so will give you a competitive advantage because there aren’t a lot of companies doing it yet. The tools are available to do it; it’s just a matter of harnessing it, and understanding your customers, and taking the action in the moment when it matters most.

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