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The future of B-to-B marketing is hiding in plain sight

April 14, 2022 In The News 4 min read
Marten van Pelt
Marketers today understand the digital shift, but the winners will also understand the real transformation in buying behavior. In Adweek, Marten van Pelt discusses what it will take to succeed in 2022 and beyond.
Business professionals in an office sitting on balance balls for their office chairs.A dramatic shift is underway for marketers. Those who embrace these changes are well positioned for 2022 and beyond. Those who don’t run the risk of losing credibility with clients and falling behind their peers.

This transition, driven by data, analytics, and digital tools, is happening at warp speed. Just a couple years ago, physical interactions like attending roundtables, visiting trade shows, and taking part in conferences absorbed a third of a B-to-B marketing.

The pandemic brought all that to a swift end. Artificial intelligence replaced handshakes as a more strategic way to capture leads. While events are returning and will always have a role in B-to-B marketing, even the best in-person interactions won’t have the same scalable ROI as the targeted power of data.

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