WHAT IS THE FUTURE OF B2B?

The future of B2B marketing uses precise data analytics to offer customers personalized products and buying journeys. It is a future that resembles consumer marketing more than ever, and success demands leveraging data and aligning sales and marketing to engage customers on an increasingly non-linear buying journey.

WHY SHOULD MARKETERS CARE?

Traditional strategies and tactics are no longer resulting in the engagement and sales that B2B marketers of today are after. A marketer seeking to excel in the post-digital age must understand how B2C purchase journeys are changing the B2B landscape and adapt accordingly.

HOW CAN IT HELP YOUR BUSINESS?

The present and future B2B customer offers the marketer less time and attention but brings higher expectations. This customer seeks a different buying experience than in the past—they expect a personalized buying experience that businesses can only deliver by leveraging data to understand and anticipate the customer’s unique business challenges or needs. B2B organizations prepared to adapt to this new dynamic are more likely to rise above the competition and ultimately drive sales.

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

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iOS 14: Friend or Foe? Breaking Down the Effects of Apple’s New Privacy Policies

There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.

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WHAT IS THE FUTURE OF B2B?

The future of B2B marketing uses precise data analytics to offer customers personalized products and buying journeys. It is a future that resembles consumer marketing more than ever, and success demands leveraging data and aligning sales and marketing to engage customers on an increasingly non-linear buying journey.

WHY SHOULD MARKETERS CARE?

Traditional strategies and tactics are no longer resulting in the engagement and sales that B2B marketers of today are after. A marketer seeking to excel in the post-digital age must understand how B2C purchase journeys are changing the B2B landscape and adapt accordingly.

HOW CAN IT HELP YOUR BUSINESS?

The present and future B2B customer offers the marketer less time and attention but brings higher expectations. This customer seeks a different buying experience than in the past—they expect a personalized buying experience that businesses can only deliver by leveraging data to understand and anticipate the customer’s unique business challenges or needs. B2B organizations prepared to adapt to this new dynamic are more likely to rise above the competition and ultimately drive sales.

“As the lines between B2B and B2C marketing continue to blur, the majority of business buyers now expect brands to anticipate their needs and deliver personalized experiences on par with what they’ve received as consumers.”

Emily Fultz

Product Marketing

Salesforce

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of B2B? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Mastering B2B Marketing in a Digital Age

ANA. May 2019

Geoff Ramsey of eMarketer offered a deep dive into five important trends that are disrupting business marketing. 

With Ample Room for Growth, ABM Inches Forward

ANA. July 2019

Bareburger shared numerous recommendations for how restaurants and retailers can effectively capitalize on the latest marketing tools and tactics. Trends include integrating AR into the in-store experience, delivering automated “flash” promotions for consumers while they shopped, and creating an omnichannel content ecosystem.

B2B Account Based Marketing

ANA. February 2019

ANA’s Ask the Expert research service answers the question, "Is account-based marketing right for my organization? If so, how do I start using it? What are some best practices and case studies?"

Download Now!

Business marketing has typically been slower to adapt to change as compared to its sometimes more fashionable counterpart, consumer marketing. But there’s no avoiding the widespread disruption that overcome the entire marketing industry. Today, success for B2B marketers increasingly includes creating customer experiences and journeys that resemble what buyers expect from B2C brand relationships. Data is a critical driver of strategy and personalization that should inform how established strategies like ABM and approaches like content marketing are used. Plus, the successful B2B marketer will work on a team closely aligned with sales to guide the customer through this personalized buying journey.

 

This report from ANA Marketing Futures features expert perspectives, key stats, and case studies illustrating the challenges and opportunities available to B2B marketers today, tomorrow, and in the years to come.

Emily Fultz

Product Marketing

Salesforce

“As the lines between B2B and B2C marketing continue to blur, the majority of business buyers now expect brands to anticipate their needs and deliver personalized experiences on par with what they’ve received as consumers.”

Key Stats

ANA Marketing Futures and eMarketer have come together to deliver key stats and forecasts on the trends that will shape the industry for years to come.

Related Content

Want to take a deeper dive into the future of B2B? ANA Members have access to brand stories, case studies, and expert webinars you won't find anywhere else. 

Mastering B2B Marketing in a Digital Age

ANA. May 2019

Geoff Ramsey of eMarketer offered a deep dive into five important trends that are disrupting business marketing. 

With Ample Room for Growth, ABM Inches Forward

ANA. July 2019

Bareburger shared numerous recommendations for how restaurants and retailers can effectively capitalize on the latest marketing tools and tactics. Trends include integrating AR into the in-store experience, delivering automated “flash” promotions for consumers while they shopped, and creating an omnichannel content ecosystem.

B2B Account Based Marketing

ANA. February 2019

ANA’s Ask the Expert research service answers the question, "Is account-based marketing right for my organization? If so, how do I start using it? What are some best practices and case studies?"

Download Now!

Business marketing has typically been slower to adapt to change as compared to its sometimes more fashionable counterpart, consumer marketing. But there’s no avoiding the widespread disruption that overcome the entire marketing industry. Today, success for B2B marketers increasingly includes creating customer experiences and journeys that resemble what buyers expect from B2C brand relationships. Data is a critical driver of strategy and personalization that should inform how established strategies like ABM and approaches like content marketing are used. Plus, the successful B2B marketer will work on a team closely aligned with sales to guide the customer through this personalized buying journey. This report from ANA Marketing Futures features expert perspectives, key stats, and case studies illustrating the challenges and opportunities available to B2B marketers today, tomorrow, and in the years to come.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Email: marketingfutures@ana.net

 

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