-Among findings: digital natives are changing buying behaviors; ‘consumerization’ of B2B is accelerating; analytics and data utilization improve; AI will have a growing impact on thought leadership, content & creative and the organization; and more- NEW YORK, June 05, 2023 (GLOBE NEWSWIRE) — Business-to-business (B2B) marketing is undergoing rapid transformation attributable to multiple factors ranging from the emergence of digital natives among buying and selling decision makers, the post-pandemic “consumerization” of business marketing, increased efficiencies in tech investments that are foundational to marketing platforms, and the nascent adoption of artificial intelligence, among other trends, reports Winterberry Group in its newest white paper “Outlook for B2B Marketing – A Market in Transformation (June 2023).” The paper is the result of surveys conducted with 200 marketers, and more than two dozen agency and analytics professionals immersed in B2B markets across North America and Europe. The paper was preceded by Winterberry Group statistical research, released in January, which shows B2B marketing spending may reach an estimated $53.7 billion this year, for the first time eclipsing pre-pandemic spending of $50.4 billion as measured in 2019. “This full recovery of B2B spending is not a ‘back to usual’ moment,” said Bruce Biegel, senior managing […]
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