For two decades, vanguard B2B marketers have leveraged emerging tech, built new organizational structures, and forged new processes to rediscover marketing’s seminal purpose — to win, serve, and retain customers. But dramatic changes in buyers’ behavior, evolving business models, and fast-paced technology advances have conspired — along with a global pandemic — to mandate an evolution. B2B marketing leaders must transform from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose. This report introduces B2B marketing’s new purpose, defines new responsibilities, and highlights pivotal mindset shifts for the 21st century B2B marketer.