1、2030B2B TRENDSContrarian Ideas For The Next Decade02FOREWORD:MARKETING AS A MINDSET07TREND 01:THE WAR ON BRANDBrand Benefit#1:Short-Term SalesBrand Benefit#2:Long-Term SalesBrand Benefit#3:Pricing PowerBrand Benefit#4:Category OptionalityBrand Benefit#5:Competitive MoatsBrand Benefit#6:Talent Acquis

2、itionCreative Principle#1:Big BetsCreative Principle#2:Surprising FamiliarityCreative Principle#3:Extreme DistinctivenessCreative Principle#4:Total MerchandisingHyper-Targeting Crime#1:Subprime DataHyper-Targeting Crime#2:Changing Buying NetworksHyper-Targeting Crime#3:Multi-DimensionalityHyper-Targ

3、eting Crime#4:Inherent UncertaintyHyper-Targeting Crime#5:Imaginary Efficiencies19TREND 02:BLOCKBUSTER MARKETING04ABOUT THE AUTHORS31TREND 03:THE DEATH OF HYPER-TARGETING05INTRODUCING OUR 2030 B2B TRENDSTable of Contents2030 B2B TRENDS2“Its hard to make predictions,especially about the future,”Niels

4、 Bohr,the Danish Nobel laureate in physics,famously quipped.This is especially true today given the very strange times we are living through.At The B2B Institute,we take this advice to heart when trying to determine the key trends that will shape the future of B2B marketing and decision making over

5、the next decade.There is already an abundance of published opinion on how the pandemic changes everything,and we wont add to that in this paper.Instead,we want to focus on what has always been true and continues to be true we step out of the present and look to the past to divine the future.The core

6、 of our evolving thesis is captured by the three core trends included in this e-book.Taken together,they add up to a blueprint for reestablishing marketing as a discipline driving long-term business growth and strategic innovation for B2B companies.But embracing this thinking in practice requires a