Shell marketing chief: deep insights have critical role in B2B marketing

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

Business-to-consumer (B2C) advertising may “play on a larger stage with brighter lights, but the stakes are higher, and the values are bigger” for business-to-business (B2B) communications, insisted Dean Aragón, CEO for Shell Brands International and