Today’s B2B buyers have high expectations, and those expectations will not be met if B2B buyers are accustomed to sophisticated consumer interactions in their personal lives. Executive B2B buyers are not impressed by marketing driven by large, relatively impersonal data analysis that leads to inconsistent and conflicting interactions or sales outreach that doesn’t cater specifically to their needs at the right time. This blog recommends taking a new approach that unifies relationship data across the full customer lifecycle.
How can you use advanced authentication and risk-based adaptive access policies to protect data without compromising user experience? TeraCloud, Inc. recommends learning from the experience of New Zealand’s Department of Internal Affairs. Get the story on how the @Microsoft customer simplified security with a cloud-based identity solution.