Getting ahead of the curve amid the consumerisation of B2B marketing

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

Apart from being a disruptor of many industries and sectors globally, COVID-19 has sped up a trend that was already occurring – the increasing consumerisation of B2B marketing. In fact, almost a decade before the pandemic hit, traditional B2B sales techniques started to wane, and marketers have begun experimenting with social selling and digital marketing. B2B teams nevertheless have, until recently, largely relied on in-person networking, as well as physical events and pitch presentations...

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