TOPO’s annual Summit brought hundreds of sales and marketing professionals to San Francisco’s Pier 27 for two days of learning around topics such as marketing ops and tech, sales development and effectiveness, as well as account-based marketing and sales ops and tech. TOPO analysts and practitioners from companies such as Cloudera, ServiceNow, Zoom and more took the stage on April 17-18 to share their insights into the latest trends and best practices fueling modern B2B marketing and sales practices.
Price and quality used to be the top determining factors in B2B and B2C purchasing decisions. However, considering the fact that over half of B2B customers are now shopping online and competition is growing fiercer, the customer experience is becoming more influential on consumer behavior than ever before.
For years, B2B marketing has discussed the “consumerization” of the B2B buyer. However, technology specifically has continued to remain siloed as B2B or B2C point solutions. Adobe has shown that it is positioning itself as the cross-practice cloud ecosystem, especially with the acquisitions of Marketo and Magento, to drive digital transformation that meets buyer expectations of a frictionless, memorable experience.
The B2B buyer’s journey looks more like its B2C counterpart each year, and e-commerce solutions are the newest trend helping B2B marketers create streamlined, consumer-like experiences.
There is one constant variable in the B2B ecosystem: change is inevitable and crucial to the continued growth of a business. This was a major talking point during the opening keynote at the B2B Marketing Exchange, in which DemandGen International CEO David Lewis took the stage to share tips and strategies to promote change within an organization to fuel growth and customer success.
Every year, the marketing technology landscape continues to grow and expand with new solutions and technologies designed to help B2B marketers do their jobs better. In 2018, Scott Brinker’s Martech Landscape “Supergraphic” showed 6,829 marketing technologies on the market — a 27% growth compared to 2017.
The business consumer has become more self-focused than ever before, challenging marketing and sales teams to give up the reins of their buyers’ journeys and adapting their go-to-market strategies to fully embrace buyer expectations. This concept was discussed in detail during B2B Marketing & Sales 2018, an event hosted by Forrester Research in Austin on October 25-26. During the opening keynote, Forrester’s VP and Research Director Caroline Robertson detailed how B2B buyers today have grown even more indifferent to sellers — expecting to be the center of any form of engagement and to have outcomes that align to their own business goals.