The first-party data landscape for many traditional CPG brands can be challenging as most brands lack possession of the transactional relationship that fuels consumer data and is often preserved by grocers and big-box retailers.
The B2B industry saw a bit of a reckoning in 2020. The industry that historically focused on product attributes and lead attribution was forced to reset during a year full of crises. The COVID-19 pandemic accelerated new marketing trends, and traditional means of engaging, selling to, retaining customers became further outdated.
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