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

At this year's ANA Masters of Marketing event, the growth of B2B marketing emerged clearly, reflecting a demand for its recognition and integration in industry conversations.

40% of the executives at the CMO summit identified as B2B, showcasing a significant shift in representation and emphasizing the growing importance of B2B in marketing strategies.

B2B marketers highlighted that simply substituting 'customer' for 'consumer' is insufficient; there are unique challenges in understanding buyer behavior and aligning marketing with sales.

Marc Pritchard of P&G acknowledged that all companies, including his, ultimately serve businesses, signaling a need to balance focus between consumers and business customers.

Read at The Drum