1、OUTLOOK FOR B2B MARKETINGA MARKET IN TRANSFORMATIONJUNE 2023 1INTRODUCTIONThis whitepapers purpose is to better define the transformation that has undergone the B2B marketing landscape.In the process of developing this paper,Winterberry Group surveyed more than 200 marketers across both the US and E

2、urope and conducted in-depth interviews with over two dozen brand,agency and vendor executives.The result is an evidence-based examination of current and emerging B2B industry trends,challenges and future factors for success.WINTERBERRY GROUP AUTHORSBruce BiegelSenior Managing PartnerMichael Harriso

3、nManaging PartnerCharles PingManaging Director EMEAAlain SanjaumeManaging Consultant EMEAIlisia ShukeDirectorTABLE OF CONTENTS2TABLE OF CONTENTS04 Executive Summary06 Introduction:The Evolution of B2B Marketing08 B2B Today:Trends Impacting Marketing 09 The Post Covid Impact on the B2B Buyer Journey1

4、1 A Shift to Hybrid Events:In-Person Experiential Meets Digitally Enabled Virtual13 The Rapid Adoption of Integrated Omnichannel Marketing16 Channel Proliferation Drives Increased Content Demand17 The Importance of Brand in B2B18 Data and Analytics in B2B Marketing20 Navigating an Increasingly Compl

5、ex Technology Infrastructure22 Regulatory and Privacy24 Industry Pain Points,Obstacles and Opportunities28 Outlook for B2B Marketing30 Glossary31 About Our Sponsors32 MethodologyTABLES AND CHARTS3TABLE OF CONTENTS05 Graph 1 US B2B Advertising and Marketing Spend Forecast06 Graph 2 Timeline of Signif

6、icant Developments in the Evolution of B2B Marketing 07 Graph 3 Covid Forced a Permanent Change to B2B Budgets09 Figure 1 B2B Buyers are Increasingly Relying on Online Research and Social Media To Inform Their Purchasing Decisions10 Figure 2 Social Media Plays a Bigger Role in the US,Whereas in Euro