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The pace of change in the world of marketing is dramatically accelerating. As devices, platforms and channels that we consume increasingly diverge, so do the skills and knowledge required to maintain and grow as impactful marketeers. But how do we and our teams keep up with this rapid pace of change?

Consumers are set to spend over £200bn on Christmas this year; with online marketplaces still at the top of shopper’s confidence, key events in the run up to Christmas such as Black Friday, Cyber Monday, and January sales provide a huge opportunity to acquire new customers. However, the key to long term growth is to place a strategy to create loyal customers, drive Christmas sales and build long term brand advocacy.

In the market of B2B, focus on demand generation and sales initiatives can provide a surge in short-term sales for buyers in-market, but what about 95% of your target market currently out of the market? Can building your brand deliver long-term growth, influence your decision-makers and repeated exposure of your brand?

Businesses must adapt their shopping strategy to connect with customers throughout all stages of the purchase journey to maximise sales. Google Shopping is one of the most powerful tools for product-based marketers to accelerate those purchase journeys, from information gathering to capitalising on demand.

The B2B buying journey is often complex, with multiple decision-makers and marketing touchpoints. Businesses who stand out through targeted PR campaigns will build stronger brand recognition and affinity to maximise their long-term sales.

The buildup to the Black Friday sales period has never been more important. With customer anticipation building weeks prior to the traditional festive period, marketers must be prepared to maximise opportunity by reaching out to audiences where they spend most of their time – social.