Until very recently, Marketing operated in a very static and undifferentiated way. Go-to-Market in B2B focused on the famous 4 P's, targeting them massively without differentiating between market segments and without taking into account... the customer. This has changed, as the data shows.
The first B2B Marketing Hot Trends 2020 study (you can download it at asociacionmkt.es) was recently carried out by the B2B MKT Committee, Adobe and Garlic B2B on the aspects that really interest B2B Marketing departments in Spain and in which they plan to invest their budget.
The survey covered 14 broad-ranging trends ranging from Customer Experience to Artificial Intelligence. Most of the 149 respondents are directors or area managers in marketing departments of companies of different sizes and sectors, and with areas of activity identified as pure B2B, B2C or mixed.
Focusing on B2B and looking at the graph, we clearly see Customer Experience, RGP, emotional engagement and Automation as the clearly highlighted elements. It is worth noting that medium-sized companies even rate the importance of customer experience more highly than large companies.
