Vision Report

The Future Of B2B Advertising Is A Creative Mix Of Brand, Demand, Audiences, Measurement, And Courage

January 13th, 2022
With contributors:
Ian Bruce , Steven Casey , Joanna O'Connell , Emily Wen , Arianne Burnette


While advertising is a critical and productive part of a B2B marketer’s toolkit, this discipline is going to encounter major headwinds over the next three to five years. B2B advertisers, paid media teams, and their agencies will face a deluge of internal and external obstacles from data deprecation, fragmented digital audiences, organizational friction, and other factors. In this report, we show how paid media strategies composed of five key elements — digital audience savvy, brand and demand interlock, evolved measurement and testing, creative excellence, and courage — will prove to be effective for driving brand reputation, solution demand, and customer engagement.

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