iProspect launches B2B division Enterprise
Digital performance agency iProspect, part of the Dentsu Aegis Network, has launched a new business-to-business online marketing division in Australia.
Called iProspect Enterprise, the division is led by Mark Byrne, GM for Product and Services at iProspect, reporting to iProspect CEO Dan Kalinski.
The specialist division has been launched to service the unique challenges of B2B marketing, according to Mark Byrne.
“We know through research collected by Google that 48% of influencers in B2B decisions are between the ages of 18-34, and are heavily influenced by their own digital research when making purchase decisions,” he said.
“90% of this same group will use search specifically to research for business purchases, consuming up to 10 pieces of content online before they even talk to a vendor. A major area of focus for iProspect over the past few years has been in content, specifically content that is data informed, amplified, measured and optimised against.”
“With iProspect Enterprise, we have a strong opportunity to create a new B2B proposition with content at the heart and help our clients to take advantage of this decision making process."
iProspect Enterprise has been created to offer specific digital consultancy for B2B brands and will sit within Interprise, an entity of Dentsu Aegis Network established earlier this year to offer a full service solution to B2B clients.