Getting ahead of the curve amid the consumerisation of B2B marketing

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

Apart from being a disruptor of many industries and sectors globally, COVID-19 has sped up a trend that was already occurri, and marketers have begun experimenting with social selling and digital marketing. B2B teams nevertheless have, until recently, largely relied on in-person networking, as well as physical events and pitch presentations to close sales. In the face of COVID-19 and the resulting restrictions on physical gatherings, legacy B2B tactics have been made all but obsolete. Brands and marketers are thus forced to accelerate the speed in which they explore and adopt new strategies that lie outside of their comfort zone.

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