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.
For the first time in the five-plus years I have been attending the summit, there was a palpable recognition that B2B is confidently claiming its long-overdue seat at the grown-up table. When asked who represented B2B brands, over 40% of attendees raised their hands – a substantial difference from previous years. …