The U.S. B2B trade show market has shifted. In 2015, it was a $13.1 billion market, while by 2019, it had reached $15.58 billion. However, one year and a pandemic later, the U.S. B2B trade show market is expected to shrink by 64.3% to $5.56 billion. That said, the shift away from wasteful hospitality events toward substantive buyer engagement is real progress.
via Marketing Charts
This report reveals five technologies that will have the greatest impact on marketers’ ability to respond and adapt to emerging trends. These include advanced supply-side bidding, ad blocking, identity resolution, brand safety, and ad verification and viewability.
“In the future of buying, the buying process transforms from seller-led to buyer-led. The future B2B buyer will expect buying experiences to be increasingly open, connected, intuitive, and immediate:” B2B channel marketing leaders must anticipate and plan for buyers’ evolving expectations.
via Sirius Decisions
“Many B2B technology and service providers approach go-to-market (GTM) strategy in silos. First, they develop the product and identify the market segmentation, then they create sales and marketing strategies. But buyers increasingly expect more.”
Here’s a better way: “Overcome Data-Driven Agile Marketing Shortfalls.”
The COVID-19 pandemic has disrupted business operations across a broad swath of the economy and left both buyers and sellers reeling. IDC’s modeling of this crisis, The Five Stages to Enterprise Recovery, breaks down how companies respond into five phases.
More than 44% of Chief Marketing Officers report midyear budget cuts due to the economic impact of the pandemic. And yet, 73% expect the negative impact of COVID-19 to be short-lived. This optimism, however, is not shared by all members of the C-suite.
The next wave of marketing disruption is centered around how to apply cutting edge concepts such as machine learning, artificial intelligence, and blockchain to improve results. Learn more, visit the ‘Institute of Brand Marketing’ to get started with this free online education.
By enabling frontline sales to navigate the world of virtual sales, sales leaders position their organizations to gain customer confidence and trust, accelerate their renewed go-to-market strategies, and drive growth. Savvy B2B marketers support this key trend.
“It is simply impossible to determine the success of marketing on the basis of leads or accounts. It’s time for B2B marketers to make the shift from leads to buying groups and opportunities. Here are the top three concepts B2B marketers need when moving to buying groups.”