How Video and Mobile are Changing the B2B Buying Process

March 2015

Richard Robinson, Director, Google, explains how video and mobile are changing the B2B buying process, using results from the recent Millward Brown B2B Path to Purchase study to illustrate how B2B buyer behaviour has changed in the last 2 years, and how both video and mobile are now critical tools for B2B buyers. B2B marketers should think about developing a mobile strategy and a video content strategy around the Hero, Hub and Hygiene framework.

Building a brand in an age of hyper-targeted messaging