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For B2B Marketing Professionals

Predictions 2016: B2B Marketing's New Mission

How The Mandate To Target Lifetime Engagement Will Change B2B Marketing

November 13, 2015

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Why Read This Report

B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. The result: a dramatic shift in the role and focus of B2B marketing organizations. This brief highlights the major changes coming in 2016 as a result of this shift and their implications in four realms: go-to-customer strategy, the accelerating shift from art to science, tech investments, and B2B messaging.

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