B2B NewsPet industry newsB2B Marketing Directions: Looking Back, Looking Forward

B2B Marketing Directions: Looking Back, Looking Forward


- Advertisment -spot_img

The beginning of a new year is what behavioral scientists call a temporal landmark, a time that stands apart from other times and often prompts a desire to make significant changes in our lives. If you doubt the impact of temporal landmarks, just consider how often we make “new year’s resolutions” to lose weight or exercise more.

Temporal landmarks also exist in business. The beginning of the calendar year marks the start of a new fiscal year for many companies, and that’s when business leaders are inclined to launch new initiatives or make other changes to improve business performance.

Like many marketers, I used the final few weeks of 2022 to reflect on what happened during the year and to plan for 2023. Because of the tumult of the past few years, I spent a good bit of time thinking about whether and how this blog needs to change and what the focus of my content should be in 2023.

The Pandemic Legacy

The COVID-19 pandemic and its knock-on effects have fundamentally changed the landscape of B2B marketing. The pandemic triggered a chain of events and conditions that altered the attitudes and behaviors of business buyers and thus required B2B marketers to modify their go-to-market strategies and marketing tactics.

In 2020, for example, governments at various levels ordered business shutdowns, many companies implemented work-from-home policies, and virtually all in-person marketing events (trade shows, conferences, etc.) were cancelled. As a result, B2B marketers were forced to adopt new ways of engaging with customers and prospects since in-person interactions were essentially impossible.

What is remarkable is how quickly the pandemic-induced methods of interaction have been embraced by both buyers and sellers. In less than three years, remote human (e.g. video calls) and digital self-serve (e.g. e-commerce) interactions have become entrenched parts of the “new normal” of B2B buying and selling.

Research suggests that these new B2B go-to-market models are likely to be persistent and durable. In the December 2021 edition of the McKinsey & Company Global B2B Pulse survey:

  • About two-thirds of global B2B buyer respondents said that when they are given a choice, they choose remote human and/or digital self-serve interactions across their entire purchase journey.
  • More than 90% of global B2B seller respondents said their new go-to-market model is just as effective as (or more effective than) the model they were using before the pandemic began.
  • 60% of global B2B buyer respondents said they are willing to spend $50,000 or more on a single purchase made via an e-commerce channel or other remote interaction, and 27% said they are willing to spend $500,000 or more.

The main point here is that B2B marketing has evolved in significant ways over the past three years, and the keys to successful marketing in 2023 will be substantially different from what they were in 2019.

How This Blog Will Change in 2023

My objective for this blog has always been to provide information and viewpoints that are timely, thought-provoking and useful. To accomplish these goals, the content of this blog needs to evolve to reflect how the B2B marketing landscape is changing.

Last year, I began publishing three new types of posts – book reviews, research round-ups and deep dives. The research round-up posts discuss the results of 1 to 4 recently-published research studies. The deep dives are longer posts that enable me to address important topics in a more comprehensive way. Like last year, I will be publishing book review posts and research round-up posts on a monthly basis. I’m planning to publish one deep dive post each calendar quarter.

I’m planning two additional changes to my blog content for 2023. First, I’ll be publishing two economic update posts this year, one in late April-early May, and one on late October-early November. One challenge in writing economic update posts is that, while some official economic data are published on a weekly or monthly basis, the U.S. Bureau of Economic Analysis only publishes GDP data on a quarterly basis. So data for real GDP growth in the first quarter of 2023 won’t be released until late April.

Lastly, I’m planning to make the content of this blog more thematic in 2023. I’ll be focusing several posts on a select group of issues that have a major impact on the success of B2B marketing efforts. These are high-level topics that, by their nature, are multi-faceted, and each of these topics will require several posts.

One of the major themes this year will be the need for B2B marketers to master two very different bodies of knowledge and capabilities. I’m calling these two domains the “yin and yang” of high-performance marketing, and I’ll describe this theme in more detail in my next post.

Source link


Please enter your comment!
Please enter your name here

Latest news


伴随着奥运会资格系列赛·上海的临近,城市体育节撒网预热期的推广活动日益火热。4月以来,不同主题的运动项目进入商圈、学校,让更多人体验到这些城市运动项目的乐趣。近日,“极限宝贝bmx初体验骑进校园”系列活动亮相上海市黄浦区 Source link


伴随着奥运会资格系列赛·上海的临近,城市体育节撒网预热期的推广活动日益火热。4月以来,不同主题的运动项目进入商圈、学校,让更多人体验到这些城市运动项目的乐趣。4月30日上午,“极限宝贝bmx初体验骑进校园”系列活动亮相上 Source link


上海海洋大学的历史可上溯至1912年成立的江苏省立水产学校。2006年,位于杨浦区军工路的上海海洋大学前身——上海水产大学,积极响应上海市教委号召,成功组织了“阳光体育大联赛”。宣传、动员过程中,学校 Source link

「贵州日报·教育」聚势赋能 提质扩容——贵州财经大..

2023年11月21日贵州日报16版(点击图片,阅读全文)全省高等教育高质量发展大会对当前和今后一个时期全省高等教育工作作出部署,描绘了新时代贵州高等教育发展的新蓝图,干货满满、令人鼓舞、催人奋进。风 Source link
- Advertisement -spot_imgspot_img


来源:新华社新华社台北11月6日电(记者刘斐石龙洪)台湾“历史教育新三自运动协会”6日在台北举行记者会,批评民进党当局为达成不可能实现的“去中国化”政治目的,进行不负责任的“去古文化”教育,牺牲学子们 Source link


8月13至16日,受中交疏浚邀约,来自云南怒江崇仁完小的19名师生代表来到上海,参加为期四天的“中交助梦?看世界”暑期访沪交流活动。崇仁完小坐落于海拔2000多米的横断山区。该校师生总共327人,学校 Source link

Must read

Lady Gaga and Cardi B Meet at the Grammys

What was expected of her was the same thing...

Jennifer Aniston’s Ex Justin Theroux Wishes Her Happy Birthday on Instagram

What was expected of her was the same thing...
- Advertisement -spot_imgspot_img

You might also likeRELATED
Recommended to you