How brands can adapt to the new economics of B2B marketing

Business-to-business (B2B) marketing has been transformed by the COVID-19 pandemic, as old norms are replaced by greater flexibility and openness.

“In the next 18 months,” proposed Rory Sutherland, Ogilvy/UK vice chair, “[businesspeople] won't compete for status by having an American Airlines Gold frequent-flyer tag attached to their briefcases.

“Instead, they will be setting up incredibly elaborate...

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