Forrester has published an in-depth article on ‘A New Era For B2B Marketing’.

The Forrester team says, “There is a tectonic shift underway in B2B marketing. Playbooks that worked just a few years ago no longer suffice. Evolving technology and buying group dynamics are not only imposing new rules but defining a new game altogether. To master it, B2B marketing leaders must embrace change — and the fact that they don’t control the play.

Success in this new era demands a mindset shift from control to collaboration. Modern B2B buyers are more informed, independent, and interconnected than ever before. To stay relevant, marketers must pivot from pushing an agenda to fostering meaningful, value-driven engagements. That means leveraging data intelligently, personalizing experiences at scale, and aligning closely with sales to cocreate value throughout the buyer’s journey.

The Evolving B2B Buyer

Two-thirds of today’s business buyers were born after 1980. Coming of age in the internet era, they are accustomed to fast, intuitive, self-serve buying experiences. B2B buying experiences often disappoint: 81% of buyers in a recent Forrester survey expressed dissatisfaction with the winning provider in a recent B2B purchase.”

A New Era For B2B Marketing

Forrester