Outlook for B2B Marketing in a Transforming Landscape

This whitepaper examines the transformation of the B2B marketing landscape, based on a survey of over 200 marketers across the US and Europe, along with interviews with brand, agency, and vendor executives. It outlines nine key trends impacting B2B marketing, including the rise of digital natives in decision-making roles and the influence of consumer buying behavior on B2B purchasing processes. The paper discusses the expected growth of B2B commerce, forecasting an increase from $1.7 trillion to $2.5 trillion in the US by 2026. It also addresses the role of thought leadership and creative content in building brand trust. Additionally, the whitepaper highlights the increasing importance of data and privacy in decision-making processes, as well as the need for improved integration of marketing technologies. The document concludes with insights on the continuous organizational transformation required for B2B marketers to adapt to these changes, emphasizing the shift towards digital channels and the evolving relationship between marketing and sales functions.