B2B Marketing: Get Ready For More Apps

Historically, content has played an important role in the B2B sales pipeline. By developing and distributing white papers, case studies and other materials, B2B brands capture the attention of prospects and with any luck, convert them to leads for the sales team.

But in today's hyper-digital marketplace, some B2B businesses are giving their sales content a makeover, replacing white papers and other types of content with apps that are designed to engage target markets and draw prospects further into the sales pipeline.

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