B2B marketing (as we know it) is both growing and disappearing simultaneously.
We see businesses increasingly relying on marketers to handle colossal amounts of data. At the same time, clients expect an even higher level of personalized, emotive and entertaining customer service. In this respect, it appears that B2B marketing is transforming into something more similar to the practices of B2C with the adoption of personalization across all channels. This means that B2B is becoming better at understanding the customer throughout their journey, and how their emotional needs truly drive purchases.
Sometimes the complexity of B2B marketing can become stifling, with marketers turning to hundreds of tools to collect lots of different types of data, but not always knowing exactly how to use it.
In this report, we aim to clarify the main goals and challenges that B2B marketers should be focusing on in the coming year.
Some of the leading themes in 2020 will be the alignment of martech tools, the prioritization of brand image and personalization. All of this – personalization in particular – will help marketers begin developing more real relationships with buyers and create the best possible experience for the end customer.
In this report, we shall continue to define the current state of B2B marketing, zooming in on each crucial function. By combining the expertise of Kingpin’s strategy and activation team with a selection of industry leaders, this report will help identify and analyze the successes and pitfalls the industry experienced in 2019, as well as look ahead to the major challenges and opportunities it is set to confront in 2020.
By deciphering B2B’s most useful concepts, we hope to shed light on how businesses can most effectively capture and process data, without missing out on valuable insights.
This report will cover:
- 2019 highlights
- ABM
- Intent data
- Data privacy
- The role of the CMO
- Digital targetting
- Martech and adtech
- Content marketing
- Brand
