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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