Over the last several years, B2B brands have leaned more heavily into media & marketing, behaving more like B2C brands. This is evident across creative messaging, where B2B brands increasingly focus on emphasizing their commitment to driving positive societal impact, in addition to other brand humanization tactics such as incorporating humor, mascots, and high-profile celebrities to help brands stand out and connect with audiences.
Meanwhile, there are several other B2B evolutions, such as the diversified complexion of key business leaders and increased complexity within the business purchase decision journey. These dynamics open new opportunities for B2B advertising to engage a variety of audiences across various stages of the purchase cycle.
Overall, we expect to see B2B marketers continue to adapt media and creativity strategies, whether through data-targeting to find audiences across a wide range of content or connecting with business leaders across passion points beyond endemic business content.
For more information, please contact Dominique Folacci.
59% of B2B buyers today are between ages 26–40
75% of B2B executives say the average buying cycle timeline has increased in length over the last two years
50% increase in multicultural business owners over the last 10 years
56% of the business-decision-maker choice comes down to emotional factors
Source:
American Marketing Association
Forrester
GWI
Merkle
