Predictions Report

Predictions 2020: B2B Marketing And Sales

Accelerating Response To The Great Expectations For The B2B Buying Experience

October 29th, 2019
Caroline Robertson
Jay McBain
Mary Shea, PhD
With contributors:
Jacob Basseches , Kara Hartig


We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment.

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