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 occurring – the increasing consumerisation of B2B marketing. In fact, almost a decade before the pandemic hit, traditional B2B sales techniques started to wane, 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...