Dell executive: B2B marketing mentality should change

01/24/2014 | eMarketer

Business-to-business marketers should evolve from a "campaign" to an "always-on" mindset, acting more like media companies to constantly send information to customers, says Rishi Dave, head of Dell's B2B digital marketing. "A lot of technology buyers are following influencers on Twitter, following their blogs and so forth, so I think both search and social play a role in being an initial jumping-off point," he adds.

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