The Future of B2B Marketing

B2B Marketers Must Step Up To Marketing’s New Destiny

This report introduces B2B marketing’s new purpose, defines new responsibilities, and highlights pivotal mindset shifts for the 21st century B2B marketer.

Four forces are converging to creat an inflection point for B2B marketing

For two decades, vanguard B2B marketers have leveraged emerging tech, build new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, server, and retain customers. But dramatic changes in buyer’s behavior, evolving business models, and fast-paced technology advances have conspired — along with a global pandemic — to mandate an evolution. B2B marketing leaders must transform from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose.