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29 November 2021
PX: B2B lays claim to the partner experience
Marketing to B2B audiences
Half of B2B marketers are likely to look at partner ecosystems in a different light in the new year, according to research and advisory company Forrester, and will lay claim to the partner experience (PX).
Partners as value creators
That’s one of the research firm’s predictions for B2B in 2022, as it notes a surge in non-transactional partners over traditional reseller and dealer partners. Accordingly, it envisages that many B2B marketers will start to regard partner ecosystems as more than just channels to markets – they will be seen as creators of value, necessitating the creation of a PX function.
Three more predictions
Always-on digital engagement is fast becoming the norm, but three-quarters of automated efforts will fail to meet their ROI goals because of inadequate buyer insight.
Marketing-sourced metrics will be replaced by lift-based performance indicators that can demonstrate what marketing does for business revenue.
Fragmented revenue-marketing teams will consolidate in a fifth of B2B firms. At the same time, the pandemic has given rise to the fractional marketing practitioner, which will require CMOs to reassess their operations: the future may entail managing a smaller team of strategic executives, rather than the effective governance of a large team.