{"id":5474,"date":"2025-04-29T08:09:42","date_gmt":"2025-04-29T06:09:42","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?page_id=5474"},"modified":"2025-10-16T10:43:14","modified_gmt":"2025-10-16T08:43:14","slug":"state-of-the-art-in-b2b-digital-marketing","status":"publish","type":"page","link":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/","title":{"rendered":"State of the Art in B2B Digital Marketing"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":5888,"parent":5451,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"tpl-offer.php","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"State of the Art in B2B Digital Marketing","_yoast_wpseo_linkdex":54,"_yoast_wpseo_content_score":90,"inline_featured_image":false,"footnotes":""},"class_list":["post-5474","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":{"offer_modules":[{"acf_fc_layout":"offer_header","offer_header_title":"

State of the Art of B2B Digital Marketing<\/h1>","offer_header_p":"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the playbook.","offer_header_boxed_p":"A strategic diagnosis and practical recommendations to boost your campaigns.","offer_header_boxed_color":"--color-yellow-ml","offer_header_img":5888,"offer_header_video":"","offer_header_toggle_form":{"title":"Let\u2019s discuss the new rules of B2B marketing","url":"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-the-new-rules-of-b2b-marketing\/","target":"_blank"},"offer_header_toggle_form_cta_opener":""},{"acf_fc_layout":"offer_challenges","offer_challenges_background":"--color-grey-ml","offer_challenges_items_background":"--color-grey-ml","offer_challenges_padding_top":50,"offer_challenges_padding_bottom":50,"offer_challenges_head_align":"center","offer_challenges_title":"

Why it's urgent to reinvent your B2B marketing<\/h2>","offer_challenges_p":"

Traditional strategies are reaching their limits. Here are the challenges you face<\/p>","offer_challenges_items":[{"offer_challenges_item_image":5558,"offer_challenges_item_title":"

Performance decline<\/h3>","offer_challenges_item_p":"Your campaigns are generating fewer and fewer qualified leads. Engagement drops despite increased investment."},{"offer_challenges_item_image":5557,"offer_challenges_item_title":"

Lack of differentiation<\/h3>","offer_challenges_item_p":"Your positioning gets lost in a B2B environment saturated with generic messages"},{"offer_challenges_item_image":5556,"offer_challenges_item_title":"

Insufficient alignment with sales<\/h3>","offer_challenges_item_p":"Marketing and sales efforts lack synergy, leaving opportunities on the table"},{"offer_challenges_item_image":5559,"offer_challenges_item_title":"

Changing buyer expectations<\/h3>","offer_challenges_item_p":"B2B buyers demand instant, hyper-personalized interactions"}]},{"acf_fc_layout":"offer_kpis","offer_kpis_background":"--color-white-ml","offer_kpis_color":"--color-yellow-ml","offer_kpis_head_align":"center","offer_kpis_title":"

Figures that show traditional approaches are running out of steam<\/h2>","offer_kpis_p":"","offer_kpis_items":[{"offer_kpis_item_num_before":"-","offer_kpis_item_num":"30","offer_kpis_item_num_after":"%","offer_kpis_item_paragraph":" Average decline in email campaign effectiveness over the past 3 years ('21-'24)"},{"offer_kpis_item_num_before":"+","offer_kpis_item_num":"70","offer_kpis_item_num_after":"%","offer_kpis_item_paragraph":"B2B buyers complete their purchasing journey without ever contacting a sales rep directly"},{"offer_kpis_item_num_before":"+","offer_kpis_item_num":"18","offer_kpis_item_num_after":" months","offer_kpis_item_paragraph":"Average tenure of a CMO in the United States"}]},{"acf_fc_layout":"offer_prlx","offer_prlx_background":5563,"offer_prlx_title":"

B2B Marketing and its New Challenges<\/h2>","offer_prlx_p":"

Learn to adapt and thrive with a comprehensive diagnosis and targeted actions.<\/p>","offer_prlx_cta":{"title":"Let\u2019s discuss the new rules of B2B marketing","url":"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-the-new-rules-of-b2b-marketing\/","target":"_blank"},"offer_prlx_height":60,"offer_prlx_wrapperwidth":640},{"acf_fc_layout":"offer_challenges","offer_challenges_background":"--color-white-ml","offer_challenges_items_background":"--color-grey-ml","offer_challenges_padding_top":50,"offer_challenges_padding_bottom":50,"offer_challenges_head_align":"center","offer_challenges_title":"

The 8 pillars of modern B2B marketing according to Jon Miller<\/h2>","offer_challenges_p":"

Discover the main principles of the new B2B digital marketing playbook and how to adapt your strategy to stay successful in 2025.<\/p>","offer_challenges_items":[{"offer_challenges_item_image":5567,"offer_challenges_item_title":"

Rethinking growth beyond acquisition<\/h3>","offer_challenges_item_p":"The old model focused on acquiring new customers at all costs, often with unrealistic targets. Today, growth also means accelerating the pipeline, and retaining and expanding existing accounts."},{"offer_challenges_item_image":5566,"offer_challenges_item_title":"

Investing in the brand to generate demand<\/h3>","offer_challenges_item_p":"The old playbook was all about activation and conversion. Now, 40% of the budget must be dedicated to brand development to create sustainable demand."},{"offer_challenges_item_image":5565,"offer_challenges_item_title":"

Target fewer accounts, but better<\/h3>","offer_challenges_item_p":"For a long time, B2B marketing was spread too thin. The key today is to identify the right accounts with a segmented approach (Tier 1, 2, 3) and adopt a Buying Group vision rather than a simple persona approach."},{"offer_challenges_item_image":5564,"offer_challenges_item_title":"

Adapting to new buyer behaviors<\/h3>","offer_challenges_item_p":"Buyers want exclusive content, not generic eBooks. They're wary of forms and are looking for unique insights that only your company can provide. Audience building and communities are becoming essential."}]},{"acf_fc_layout":"offer_challenges","offer_challenges_background":"--color-white-ml","offer_challenges_items_background":"--color-white-ml","offer_challenges_padding_top":50,"offer_challenges_padding_bottom":50,"offer_challenges_head_align":"left","offer_challenges_title":"","offer_challenges_p":"","offer_challenges_items":[{"offer_challenges_item_image":5573,"offer_challenges_item_title":"

Moving from scoring to intent signals<\/h3>","offer_challenges_item_p":"No more isolated lead scoring! The new model is based on the analysis of aggregated intent signals at account level (Firmographic, Intent, Relationship, Engagement - FIRE model)."},{"offer_challenges_item_image":5572,"offer_challenges_item_title":"

Playing as a team rather than passing the baton<\/h3>","offer_challenges_item_p":"Marketing and sales no longer need to operate in silos. Today, the approach is collective, like a soccer team moving forward together on the pitch, sharing information and adjusting strategy in real time."},{"offer_challenges_item_image":5571,"offer_challenges_item_title":"

Des KPIs orient\u00e9s business, pas vanity metrics<\/h3>","offer_challenges_item_p":"No more separate dashboards and superficial metrics like MQLs and clicks. Success is measured in total pipeline, revenue generated and overall conversion rate."},{"offer_challenges_item_image":5570,"offer_challenges_item_title":"

AI, co-pilot of B2B marketing<\/h3>","offer_challenges_item_p":"Stacking SaaS tools without a clear strategy is a thing of the past. Artificial intelligence now plays a key role in automating and personalizing the Go-To-Market."}]},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"left","offer_2colmedia_direction":"ltr","offer_2colmedia_media_width":"30%","offer_2colmedia_pbottom":true,"offer_2colmedia_title":"

Our offer \"State of the Art of B2B Digital Marketing\"<\/span><\/h2>","offer_2colmedia_p":"

Three key steps to transform your marketing strategy<\/p>","offer_2colmedia_img1":5902,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"

Workshop: The new rules of the B2B Marketing playbook<\/h3>\r\n

Two hours to explore the trends of the new playbook, inspired by Jon Miller, and understand how they impact your strategies.<\/p>\r\nBook your workshop<\/a>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"left","offer_2colmedia_direction":"rtl","offer_2colmedia_media_width":"60%","offer_2colmedia_pbottom":true,"offer_2colmedia_title":"","offer_2colmedia_p":"","offer_2colmedia_img1":5903,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"

Analysis of your campaigns<\/h3>\r\n

An analysis of 8 recent campaigns to assess your position on the 8 strategic axes of modern B2B marketing.<\/p>\r\nDiscover your position<\/a>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"left","offer_2colmedia_direction":"ltr","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"","offer_2colmedia_p":"","offer_2colmedia_img1":5904,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"

Customized recommandations<\/h3>\r\n

A half-day to present the results and propose a concrete action plan to align your marketing with the new rules of the game.<\/p>\r\nPlan your restitution<\/a>"},{"acf_fc_layout":"offer_testimonials","offer_testimonials_background":"--color-white-ml","offer_testimonials_head_align":"center","offer_testimonials_title":"

Our customers say it best<\/h2>","offer_testimonials_p":"","offer_testimonials_items":[101]},{"acf_fc_layout":"offer_clients","offer_clients_background":"--color-grey-ml","offer_clients_head_align":"center","offer_clients_title":"

They trust us to transform their marketing<\/h2>.","offer_clients_p":""},{"acf_fc_layout":"offer_qa","offer_qa_background":"--color-white-ml","offer_qa_head_align":"center","offer_qa_title":"

Frequently asked questions<\/h2>","offer_qa_p":"","offer_qa_qas":[{"offer_qa_q":"Why must B2B marketing evolve in 2025?","offer_qa_a":"Buyer behavior has changed radically: they go out of their way to remain anonymous, consume content without filling in forms, and prefer ultra-targeted exchanges to a mass approach. The old playbook based on massive lead generation (MQLs) and automated nurturing is no longer effective. The new playbook emphasizes ABM, brand building and the exploitation of intent signals."},{"offer_qa_q":" How is this seminar different from conventional training?","offer_qa_a":"This seminar is more than just technical training. It helps you deconstruct outdated approaches to B2B marketing and adopt a strategic vision based on real market trends. You'll leave with a concrete, applicable methodology, taken from Jon Miller's playbook."},{"offer_qa_q":"Who is this seminar for?","offer_qa_a":"It is designed for CMOs, marketing managers, sales directors and B2B marketing teams who want to understand the new rules of the game and optimize their sales impact. If you've noticed a decline in the effectiveness of your campaigns or a lack of alignment with sales, this seminar is for you."},{"offer_qa_q":"What are the main differences between the old and new playbooks?","offer_qa_a":"\ud83d\udccc Old playbook\r\n\r\nMain objective: Generate leads and nurture the base with automated nurturing.\r\nKPIs tracked: MQLs, email open rates, eBook downloads.\r\nContent strategy: Generic guides and massive email campaigns.\r\nRole of sales and marketing: Working in silos, with a simple handover.\r\n\r\n\ud83d\udccc New playbook\r\n\r\nMain objective: Generate pipeline and revenue by addressing the most relevant accounts.\r\nKPIs tracked: Target account engagement, intent signals, pipeline conversion rates.\r\nContent strategy: Exclusive data, proprietary insights, differentiating content.\r\nRole of sales and marketing: Working in synergy, like a coordinated soccer team."},{"offer_qa_q":"Should we abandon lead generation altogether?","offer_qa_a":"No, but it needs to be rethought. The idea is not to stop attracting leads, but to treat them differently:\r\n\r\nFewer leads, but better targeted ones, thanks to intent signals.\r\nPrioritize accounts ready to buy, rather than trying to force a purchase path.\r\nReplace eBook downloads with open, value-added content."}]}],"agenda_shortcode":"","ressources_video":""},"yoast_head":"\nState of the Art in B2B Digital Marketing - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the game.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"State of the Art in B2B Digital Marketing\" \/>\n<meta property=\"og:description\" content=\"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the game.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Merlin\/Leonard\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MerlinxLeonard\/\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-16T08:43:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Leonard-du-funnel-a-lABM-400-x-400-px.png\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@MerlinxLeonard\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/\",\"name\":\"State of the Art in B2B Digital Marketing - Merlin\\\/Leonard\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/10\\\/Leonard-du-funnel-a-lABM-400-x-400-px.png\",\"datePublished\":\"2025-04-29T06:09:42+00:00\",\"dateModified\":\"2025-10-16T08:43:14+00:00\",\"description\":\"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the game.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/10\\\/Leonard-du-funnel-a-lABM-400-x-400-px.png\",\"contentUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/10\\\/Leonard-du-funnel-a-lABM-400-x-400-px.png\",\"width\":400,\"height\":400,\"caption\":\"Leonard from Funnel to ABM - Seminar: \u201cThe State of the Art in B2B Digital Marketing\u201d\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/state-of-the-art-in-b2b-digital-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Our expertise – Digital marketing strategy, marketing automation, ABM with Demandbase and AI lead generation\",\"item\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Vision and Strategy\",\"item\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/nos-expertises\\\/vision-and-strategy\\\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"State of the Art in B2B Digital Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/\",\"name\":\"Merlin\\\/Leonard\",\"description\":\"Merlin\\\/Leonard is a marketing consulting firm specializing in the Marketo marketing automation platform. We support you, large groups and ETIs, in the development and implementation of your marketing strategy in order to offer a memorable customer experience." en "B2B marketing, strategy, automation and ABM: align technology with your objectives.\",\"publisher\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\"},\"alternateName\":\"M\\\/L\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\",\"name\":\"Merlin\\\/Leonard\",\"alternateName\":\"M\\\/L\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2024\\\/01\\\/merlinleonard-logo-court-carre.png\",\"contentUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2024\\\/01\\\/merlinleonard-logo-court-carre.png\",\"width\":139,\"height\":129,\"caption\":\"Merlin\\\/Leonard\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/MerlinxLeonard\\\/\",\"https:\\\/\\\/x.com\\\/MerlinxLeonard\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/merlin-lonard\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"State of the Art in B2B Digital Marketing - Merlin\/Leonard","description":"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the game.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/","og_locale":"en_US","og_type":"article","og_title":"State of the Art in B2B Digital Marketing","og_description":"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the game.","og_url":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/","og_site_name":"Merlin\/Leonard","article_publisher":"https:\/\/www.facebook.com\/MerlinxLeonard\/","article_modified_time":"2025-10-16T08:43:14+00:00","og_image":[{"width":400,"height":400,"url":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Leonard-du-funnel-a-lABM-400-x-400-px.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@MerlinxLeonard","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/","url":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/","name":"State of the Art in B2B Digital Marketing - Merlin\/Leonard","isPartOf":{"@id":"https:\/\/merlinleonard.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/#primaryimage"},"image":{"@id":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Leonard-du-funnel-a-lABM-400-x-400-px.png","datePublished":"2025-04-29T06:09:42+00:00","dateModified":"2025-10-16T08:43:14+00:00","description":"Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the game.","breadcrumb":{"@id":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/#primaryimage","url":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Leonard-du-funnel-a-lABM-400-x-400-px.png","contentUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Leonard-du-funnel-a-lABM-400-x-400-px.png","width":400,"height":400,"caption":"Leonard from Funnel to ABM - Seminar: \u201cThe State of the Art in B2B Digital Marketing\u201d"},{"@type":"BreadcrumbList","@id":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/state-of-the-art-in-b2b-digital-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/merlinleonard.com\/en\/"},{"@type":"ListItem","position":2,"name":"Our expertise – Digital marketing strategy, marketing automation, ABM with Demandbase and AI lead generation","item":"https:\/\/merlinleonard.com\/en\/nos-expertises\/"},{"@type":"ListItem","position":3,"name":"Vision and Strategy","item":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/"},{"@type":"ListItem","position":4,"name":"State of the Art in B2B Digital Marketing"}]},{"@type":"WebSite","@id":"https:\/\/merlinleonard.com\/en\/#website","url":"https:\/\/merlinleonard.com\/en\/","name":"Merlin\/Leonard","description":"Merlin\/Leonard is a marketing consulting firm specializing in the Marketo marketing automation platform. We support you, large groups and ETIs, in the development and implementation of your marketing strategy in order to offer a memorable customer experience." en "B2B marketing, strategy, automation and ABM: align technology with your objectives.","publisher":{"@id":"https:\/\/merlinleonard.com\/en\/#organization"},"alternateName":"M\/L","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/merlinleonard.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/merlinleonard.com\/en\/#organization","name":"Merlin\/Leonard","alternateName":"M\/L","url":"https:\/\/merlinleonard.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/merlinleonard.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/merlinleonard-logo-court-carre.png","contentUrl":"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/merlinleonard-logo-court-carre.png","width":139,"height":129,"caption":"Merlin\/Leonard"},"image":{"@id":"https:\/\/merlinleonard.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/MerlinxLeonard\/","https:\/\/x.com\/MerlinxLeonard","https:\/\/www.linkedin.com\/company\/merlin-lonard\/"]}]}},"_links":{"self":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/pages\/5474","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/comments?post=5474"}],"version-history":[{"count":19,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/pages\/5474\/revisions"}],"predecessor-version":[{"id":5905,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/pages\/5474\/revisions\/5905"}],"up":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/pages\/5451"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/media\/5888"}],"wp:attachment":[{"href":"https:\/\/merlinleonard.com\/en\/wp-json\/wp\/v2\/media?parent=5474"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}