SAP’s Alicia Tillman: The focus of B2B marketing has gone from decision-makers to consumers

B-to-B marketing is not a bubble. The rise of influencers and direct-to-consumer businesses have presented marketers with new challenges with whom to market to and which tools and channels to use. Inside SAP, chief marketing officer Alicia Tillman is focused on extending the brand’s relevance from decision-maker to the everyday user.