B2B marketing is emerging from the shadow of B2C with its own mental model of success [Video]

With buyer group marketing, Jann Martin Schwarz writes, our industry is finally moving towards a helpful mental model for the coming B2B decade.

Every October in Orlando Florida, 250 of the world’s leading CMOs gather for an invite-only, two-day pre-conference before the official ANA Masters of Marketing event, organized by the Association of National Advertisers, to shape the industry agenda for the coming year and beyond. What precisely gets discussed inside this high-powered room is protected by confidentiality, but… I won’t get into too much trouble if I reveal the clear breakout star amid all the sessions: the growing opportunity in B2B marketing.