Vision Report

The Future Of B2B Marketing

B2B Marketers Must Step Up To Marketing’s New Destiny

May 24th, 2021
Lori Wizdo, null
Lori Wizdo
With contributors:
Steven Casey , Cristina De Martini , Amy Hayes , Caroline Robertson , Meta Karagianni , Isabel Montesdeoca , Christine Polewarczyk , Jennifer Ross , Miriam ElKorchi , Kara Hartig


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.

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