Trends Report

Get Ready For The B2B Marketing Renaissance

Lori Wizdo
 and  four contributors
Aug 12, 2016

Summary

Buyers have higher expectations in the age of the customer after fundamentally changing their buying behavior in this post-digital age. Yet too many B2B marketers aren't keeping pace. They must evolve from brand stewards, lead generation machines, and sales supporters to architects of customer engagement across the customer life cycle. This report looks at the current landscape of B2B practice, explores the new challenges that changing buyer behavior creates, and introduces a change agenda to help B2B marketers lead the transformation to customer-obsessed marketing.

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