Predictions 2022: B2B Marketing And Innovation

October 28th, 2021

Lori Wizdo

Caroline Robertson

With contributors:

Amy Bills , Steven Casey , Maria Chien , Amy Hayes , Cristina De Martini , Ross Graber , Sheryl Pattek , Laura Ramos , Lisa Nakano , Christine Polewarczyk , Jennifer Ross , Marcia Trask , Jennifer Zhang , Kara Hartig

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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