Matthew Shay, Director of Media at Blue Bite, highlighted in a recent interview that B2B buyers now engage across channels, devices, and real-world moments before contacting sales, necessitating contextual, connected, and measurable omnichannel strategies for marketers. According to the interview, this evolution means campaigns must combine location-aware targeting, cross-device activation, AI-driven optimization, and outcome-based measurement to achieve stronger B2B media performance.
Demand Gen