Today’s economic headwinds make it more tempting to test new ad platforms, explore “shiny” new products and revise your original B2B marketing strategy. The vast majority of ad platforms are designed for B2C or DTC initiatives. But with its unique target audience and complex sales cycles, B2B marketing requires different strategies and platforms explicitly tailored to its needs. Embracing a culture of innovationThis decade will be pivotal for B2B marketers, as success or failure will hinge on their ability to adapt to a rapidly changing environment. As the landscape evolves, B2B marketers must stay ahead of the curve.