Vision Report

Navigating Change: The Need For Adaptive Programs In Meeting The Evolving Demands Of B2B Buyers

July 18th, 2023
Kelvin Gee, Principal Analyst
Kelvin Gee Principal Analyst
With contributors:
Steven Casey , Nora Conklin , John Arnold , Alaina Ladd , Arianne Burnette

Summary

As the B2B landscape rapidly evolves, driven by advancements in technology and changing buyer behavior, frontline marketers must adapt their strategies accordingly. Shifting from traditional linear, episodic marketing programs to adaptive programs better supports integrated campaigns, marketing programs, and a broader variety of buying motions and opportunity types when adopting a lifecycle revenue marketing (LRM) strategy. In this report, we advocate that frontline marketers shift to adaptive programs to dynamically address changing buyer preferences and needs and allow LRM initiatives to extend programs for early and later stage lifecycle objectives.

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