I just created this poster for my office. I’m likely to drive my team crazy by pointing to it every time we review a new campaign or content marketing program. In an era where B2B buyers control the purchase journey, we modern marketers must give value to our prospects in order to get value in the form of their engagement. In the simplest form this could be providing a free educational ebook about how programmatic advertising works, or a targeting calculator tool. In return for this value given to the prospect, we get value in their permission to market to them.
