This is certainly an area we have been thinking about and working on with several B2B clients, as we have focused on developing a suite of interactive marketing & ad units, and a range of multi-channel demand generation strategies.
We have found that it's important to step 'outside the box' of today's marketing automation systems and the approaches they tend to favor which involves bringing prospects over to a website (and landing pages) to begin to deliver a single content offer or marketing asset.
It's now possible to do much, much more, in terms of reaching and engaging prospects wherever they are, around the web, and presenting them with marketing and brand messages that are relevant, and truly resonate for them.
It's also now possible to engage and learn more about them, leverage what's already known about them (in marketing automation, for instance), to then deliver higher relevance and personalization of content offers. We will be talking about some of the specific approaches in today's FocusRT webinar.