B2B is in a state of flux. Research from the last few years has highlighted that, to put it simply, most B2B marketers have been focusing on the wrong things. But engrained cultures are challenging to shift, particularly in times of economic instability. This has resulted in many B2B organisations resisting change and, in doing so, missing out on significant opportunity. This context will shape major B2B trends over the year ahead.
B2B is growing rapidly, driven by digitisation and the ever-expanding possibilities for improved customer experiences that are powered by the latest emerging technologies.
It is also...