B2B marketing is ever-changing, but I know this for sure: No one cares about sales and marketing alignment, demand waterfalls or digital transformation anymore. Account-based marketing is just good marketing, and organizations that are winning are promoting a fail-fast culture brought on by experimentation with data and technology.
As marketing leaders, we are living in the surrealistic aftermath of the COVID-19 pandemic. We’ve evolved. For more than 18 months, we were flung into an all-digital ocean, and the water was colder for some than for others. As we emerge, we’re toting a tectonic shift in B2B marketing priorities.
