Summary
B2B marketers are no strangers to disruptive change. Over the past two decades, vanguard B2B marketers have leveraged emerging technologies, built new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, serve, and retain customers. Now an array of accelerated trends is expanding the organizational remit and laying down new mandates for B2B marketers. This report provides a window into those forcing factors through five predictions about the most critical imperatives we see for B2B marketers as we look ahead to 2022.
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