David Jordan, President of BBN US partner, Bader Rutter, speaks at B2B Marketing's Ignite USA conference.

Companies have become over-reliant on technology and use it as a silver bullet for everything from how campaigns are managed to the core pieces of content and the channels they are disseminated through. But marketers would be wise to revisit history and find out why things that are old are new again.

As B2B marketers, we’ve grown over-reliant on some old habits, and fallen behind on new sea changes in technology and audience behavior. Our business is due for a rebrand. By following the data and honoring the humanity of our audiences, we can drive a renaissance for B2B.