Innovation in B2B needs human insight

At a time when all businesses are grappling with digital disruption, the need to innovate, move faster, reduce costs and accelerate growth, what B2B marketers need more than ever before is the ability to truly understand their customer.
But the question remains: how do you truly develop a deeper understanding of the business customer amidst the complexities of the B2B buying journey?
And more importantly: how and why should B2B businesses consider investing not just in tech transformation but al