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.

Building the Next Generation of AI, with Helixa

Artificial Intelligence touches just about every facet of our modern lives, and its effect on marketing cannot be overstated. So, when you want to learn about what’s now, new, and next in AI, who do you turn to other than the folks that are building it? Today we’re joined by Antonio Maiorino and Alberto Mario Pirovano of Helixa, to talk about the evolving world of marketing automation, from next-gen chatbots to natural language processing. The two shared a peek behind the curtain on new developments in the company and discussed what other innovations could come from cracking the code of processing natural language.

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Is It Live, or is it an Infomercial? The Potential for Livestreaming to Revolutionize Content and E-commerce

The COVID-19 pandemic and the quarantines that followed quickly changed the way brands could sell and show off their products, fostering a need for marketers to get inventive with their tactics. The online space also evolved during this time, becoming increasingly dominant and the perfect place to welcome creativity beyond banner ads, video, and social posts. Enter livestreaming, a tactic already well established by gamers and other communities as a way to connect with one another in real-time. What better way for marketers to connect with consumers with so many traditional methods inaccessible for the foreseeable future? Similar to a television informercial or home shopping network, livestreaming offers all of the benefits of those models but cuts out production costs and call-center middlemen. While brand livestreaming is mainly centered in Asia at the moment, there is a huge opportunity and an eager audience ready for marketers to connect with everywhere else.

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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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