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Over the last several years, we have seen B2B brands lean more heavily into media & marketing, behaving more like B2C brands in many ways. 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 key evolutions within the B2B ecosystem. We’ve seen the evolving complexion of key business leaders, which continues to see younger, more diverse and female leaders ascending into leadership positions. Additionally, increased complexity within the business purchase decision journey, such as more stakeholders and longer negotiation cycles, continues to create new opportunities for advertising/media to impact buyers at different stages of the journey.
Overall, B2B media strategies continue to evolve, whether it’s through using data to find audiences across a wide variety of content or connecting with business leaders across passion points beyond endemic business content, B2B marketers continue to evolve their media and creative strategy.
For more information, please contact Logan Knisely.
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
