With the death of traditional sales roles, B2B marketing is coming into its own. It has experienced a significant shake-up in recent years with businesses digitally transforming. Marketing is now a much more active and powerful role with a lot more engagement with buyers. Today, there is a blurring of roles between sales and marketing when digital investments are made. This involves a shift from a product-centric to a customer-centric approach.
B2B marketing is becoming influenced by B2C. Articulation is moving away from messages that resonate with business to ones that resonate with people.
