Robin Bordoli of NextRoll: B2B buyers spend 83% of time in buying journey not engaging vendors One on One Interviews

As impressive as the 44.5% increase sounds, it pales in comparison to seeing it in graphical form. And, as Marketplace Pulse points out, that’s the fastest increase in over two decades, pushing e-commerce share of total retail to 16.1%. And for even more drama, if you take out auto sales and bar/restaurant revenue, online sales accounted for 22% of overall retail sales. More than one out of every five dollars…now that is some serious drama.

Such rapid and dramatic changes in consumer behavior, caused by the COVID-19 pandemic, is causing companies to react just as dramatically in order to stay connected with their customers. Which means the way they market and advertise is constantly changing, whether your selling to individual consumers or other businesses.

To dig into how these seismic changes are impacting ad and marketing technology usage by companies of all sizes, I recently held a LinkedIn Live conversation with Robin Bordoli, CEO NextRoll, a provider of data platform and account based marketing (ABM)and D2C (direct to consumer) technology. Below is an edited transcript of a portion of our conversation. Click on the embedded SoundCloud player to hear the full conversation.