(This month’s Research Round-Up features a research-based white paper by Winterberry Group that addresses the current state and future direction of B2B marketing and a wide-ranging research report by Livestorm, mention, and Jotform that is based on a global survey of marketers.)
|Source: Winterberry Group|
Outlook for B2B Marketing: A Market in Transformation by Winterberry Group (sponsored by the ANA and Anteriad)
- Based on a survey of 204 marketers across the United States (20%), France (13%), Germany (17%), and the UK (20%)
- 68.5% of respondents were with companies having between $100 million and $1 billion in annual revenue
- Survey conducted in March 2023
- Also based on more than two dozen interviews with brand, agency, and vendor executives conducted in February and March 2023
This research-based white paper by Winterberry Group provides valuable insights on several issues relating to the current state and likely future evolution of B2B marketing.
The paper discusses the dramatic impact of the COVID-19 pandemic on B2B marketing. Many industry observers argue that the pandemic greatly accelerated a process of transformation in B2B marketing that began several years ago.
Winterberry Group identified nine trends that are having the greatest impact on B2B marketing.
- The move of younger B2B buyers into positions of greater authority is driving a systemic change in buying behavior.
- More buying journeys will begin and end online, but the overall journey will continue to include both online and offline interactions.
- B2B e-commerce will continue to grow significantly.
- Authoritative thought leadership content, combined with effective creative, will be increasingly important to building brand trust.
- Artificial intelligence will transform content and creative execution.
- Data will play an increasingly important role in enabling better marketing decisions, but it’s likely that privacy regulations and concerns will also increase.
- Utilization of marketing and sales technologies will increase, but the emphasis will be more on maximizing the value of existing technologies rather than on constantly adding new applications.
- B2B marketing organizations and the skillsets required of B2B marketers will be constantly evolving.
- B2B marketing budgets will continue to shift to digital, but this shift won’t be as pronounced as is often found in B2C companies.
All of these trends are discussed in detail in the white paper, and I recommend that you read the entire paper.
|Source: Livestorm, mention, and Jotform|
Marketing Manager Mindset Report 2023 by Livestorm, mention, and Jotform
- Based on a survey of 693 marketing decision-makers
- 46.1% of the respondents were director-level or above
- 36.4% of the respondents were with B2B companies
- 78% of the respondents were with companies having 500 or fewer employees
- The report does not state when the survey was conducted
- Reduced marketing budget (36%)
- Change in pricing model (25%)
- Change in business model (21%)