How marketers should respond to the end of marketing specialism in B2B

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

At a conference I attended not long ago, I met a woman whose agency specialised in brand scents. Yes, a business dedicated to solving the question 'What is the smell you want consumers to associate with your brand?' A few hours later, I met a man whose agency specialised in 'audio logos'. I was reminded of the endless entrepreneurialism of the agency sector.

There is a solid economic argument for 'best-of-breed' specialisation. And, given the pace of change in our business, new niches will continue to emerge. But I believe, in B2B circles, there is a growing cloud hanging over...

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