(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
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.
|Source: 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%)