When moving from an analog corporate mindset to embracing digital transformation, B2B marketers often struggle. They are marketing to increasingly younger and/or increasingly tech-savvy buyers, who also come into the buying process incredibly well-informed. The traditional sales-led process has transformed to a marketing-led one, and a marketer’s job is to understand every facet of the customer path to purchase. That means anticipating customer needs, understanding the way they find information on products or services they need, and the channels and resources they use to do that, and crafting messaging that appeals to them and which draws them in and, once there, a user experience that satisfies.