Programmatic advertising represents a fundamental shift in digital marketing. Its complexity can seem overwhelming initially. However, understanding the core principles enables marketers to leverage its power effectively.

Unlike B2C sales that’s comparatively shorter, B2B involves longer cycles, multiple stakeholders, and, unsurprisingly, larger contract values. Therefore, marketing plays a crucial role in enabling each phase by driving demand, nurturing leads, and aligning closely with sales teams.

Strategic planning in marketing refers to the high-level blueprint designed to achieve long-term business objectives. It’s where an organization defines where it wants to go and why.