B2B is changing, rapidly. The industry is struggling to keep up with shifting dynamics, the pace of change and accelerating expectations. Unprecedented pressure is the new normal.
In a global study of 640 decision makers carried out across 4 markets, we discovered that B2B marketers are either clinging to the conformity of ‘what used to work’, or hiding behind the complexity of new solutions. Few were successfully capitalising on the opportunities created by a change in B2B dynamics.
Our research reveals:
- Only 50% of decision makers believe B2B brands actually care about their customers.
- 2 in 5 don’t agree that B2B brands stand for something they believe in.
- Only B2B brands who create meaningful experiences and find creative ways to infiltrate decision making will survive.
