I reviewed Craig Dempster and John Lee's The Rise of the Platform Marketer for B2B Marketing. You need to have a login to read it, but the main takeaways from it are:

  • The marketer's job has become increasingly complex
  • the internet has many walled gardens
  • it's important to recognize and cater for uniqueness
  • data-driven content allows for more, not less, creativity, and reduces waste