The B2B software industry is no stranger to disruption. But amidst this next AI-fueled wave of digital innovation, one area that has undergone a particularly dramatic transformation is marketing. No longer a siloed function focused on generating leads, marketing has evolved into a strategic force multiplier for companies seeking to drive deeper customer relationships, supercharge growth and deliver lasting value to investors. Technology customers expect a different level of digital engagement with B2B software companies. Marketing exists to build meaningful customer engagements and relationships through compelling, always-on experiences that measurably increase the value of the business. The foundation for its execution is built on a sophisticated web of technologies that deliver that engaging and holistic customer experience end to end. Drawing insights from my new book Power of Surge , I’ve outlined five ways marketing has changed, requiring B2B software companies to rethink their strategies and embrace a new era. The Rise of the Techsumer: B2B Buyers Have Consumer Expectations The lines between B2B and B2C are blurring. The next generation of B2B buyers bring those same expectations to their professional lives. They demand personalized interactions and frictionless experiences. This new breed of “techsumer” has higher expectations about getting […]
5 Ways AI-Powered Digital Transformation Has Changed B2B Software Marketing
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