This week, Joe is joined by Jeff Walter, President and Chief Innovation Officer at Rhea + Kaiser in Chicago. The two discuss Jeff’s background being raised on a farm and his shift into working at an integrated marketing communications agency specializing in the B2B space, with a tremendous amount of expertise in agriculture, equipment, pet care, rural lifestyle, and healthcare spaces. Jeff touches on his experience working with one of his dream brands, John Deere. They also talk about the major difference between targeting in the B2B and B2C spaces, and what’s changing. Learn about the next frontier of targeting in B2B and hear some advice for marketers that haven’t made this shift to newer targeting tools but are thinking about it.