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 Future of Work, with Russ Perry of Design Pickle

For the majority of the U.S. workforce, the past three months have been a complete paradigm shift in what’s considered “business as usual.” Millions of us are, for the first time in our careers, working entirely remotely, and brands across the country are scrambling to establish a “new normal.” But what if your entire workforce was remote to begin with? Marketing Futures spoke with Russ Perry, the founder of Design Pickle, a member of Inc.’s 500 fastest growing companies in 2019, about what it’s like to manage a staff of more than 400, of which only a small handful live and work in the company’s headquarter city of Scottsdale, Arizona. Russ discussed what the first few weeks of the COVID-19 crisis were like for Design Pickle, and shared advice for leaders looking to maintain creativity and camaraderie from afar.

> See all episodes
Get Up Stand Up: Brand Response to Black Lives Matter

Brands share a unique voice that consumers pay close attention to, and marketers can choose to amplify or mute that voice. Brand responses to the COVID-19 crisis have run the gamut from sensitive to tone-deaf, and consumer perception of those brands can change as a result of their responses. As the United States struggles with racial and policing issues, what can brands do to show they are fully allied to current causes, and not just toeing the line, or worse, throwing fuel on the fire?

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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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Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

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