Showtime Leadership Report

Issued in November 2019, our agency published research that looked at the rise of the self-educating buyer and the impact this was having on B2B marketing. It concluded that, rather than trying to sell their products or services, vendors should instead strive to make those offerings easier for the prospect to buy.

Since then, the entire world has undergone a seismic shift as a result of the COVID-19 pandemic and the subsequent lockdown – and the B2B industry has not been immune to its impact. Many things have changed – the hybridisation of the workplace, for example – but in other cases, such as the diminishing amount of time that buyers spend with vendors, the pandemic has only served to accelerate pre-existing trends. As the marketing industry adjusts to its new normal, now is an appropriate time to revisit the B2B buyer environment – and to discuss how marketers need to adapt their strategies to accommodate these new realities. In that context, the best place to start is to look at what differentiates top performing marketing organisations from the rest.
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