2030 B2B trends: Contrarian ideas for the next decade

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.
  • B2B brand builders will be the most in-demand marketers by 2030.
  • There is a fundamental asymmetry between brand and activation – brand creates far more value than activation, once you zoom out and consider the holistic impact of marketing on a business.
  • Over the next few years, it is expected that B2B marketers will begin following the advice of Binet and Field, allocating 50% of their budget to long-term brand building and 50% to short-term sales activation.
  • But by 2030, the balance is expected to tip decidedly in the direction of brand....

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