Setting yourself up for success The most important thing to be thinking about is whether or not you’re marketing to this changing audience. B2B influencers are likely younger than expected, and you need to make sure you’re reaching them where they are and providing them with the content they’re seeking. That means stepping up the intensity in your search, mobile, and video efforts. Delivering content-rich mobile and video experiences is now critical to successfully reaching your B2B customers and moving them through the path to purchase. Kelsey Snyder Account Planner, Google Pashmeena Hilal Account Planner, Google thinkwithgoogle.com 8