Executive Summary

With hopes that 2021 will usher in the dawn of postpandemic business, marketers within business-to-business (B2B) enterprises face unique challenges as they, and their customers, map a path to getting back to business. The key trends driving change in B2B marketing have more to do with customers and a legacy of misapplied technology than with a radical transformation of the craft itself. However, these key shifts are critical to understand, especially if the true role of the CMO—as a growth driver of a customer-focused enterprise—is to be realized and actualized in the year ahead.

This report outlines the primary trends and drivers pushing B2B marketers to make new decisions in technology and take new directions in strategy. 

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