In 2020, the B2B industry faced a reckoning. During a year marked by crises, the industry, which had previously concentrated on product qualities and lead attribution, was forced to reset. The COVID-19 epidemic has propelled new marketing trends, and old methods of engaging, selling to, and retaining clients have become increasingly obsolete as a result. B2B marketers were compelled to adapt throughout 2020, moving their aims, trying new strategies, moderating expectations, and changing messages to accommodate for the world's unstable status.

While many organisations have long talked about customer-centricity and obsessing over customers, it was brought into sharp focus last year. Organizations realised that they needed to become more customer-centric, and that they needed to be able to recognise, respond to, and react to what customers were saying to them. It's no longer about a single channel. It's all about providing the best possible customer experience across all channels—which could be different for every customer you speak with at any given time.

In a competitive market, it's critical to target the correct audience. While having the appropriate data is essential for determining who and when to target, depending solely on consumer data is no longer sufficient for success. The use of intent data to better understand your audience is quickly becoming the future of B2B marketing. Businesses can utilise intent data to gain insight into the buying process their customers go through when trying to acquire their product or service. It accomplishes this by employing a mix of IP addresses and cookies to track intent search phrases, which is gathered from a variety of digital sources.

In order to help provide guidance around this new post-pandemic landscape of B2B marketing, Group Futurista is happy to present its “Future of B2B Marketing” webinar with revolutionary keynotes, case studies, and industry-leading speakers.

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