MarketingProfs B2B Forum 2023

The Great Shift in B2B: The Fundamental Change Everyone’s Missing

Day 1 - October 13 - 5:10pm to 5:55pm

Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

Session Type:

Session Topic: Customer Experience, Strategy and Planning


It’s not news that the entire B2B marketing discipline has changed dramatically over the last 5-10 years. But underneath all the martech and analytics and optimization something way bigger has been happening. It’s a change in the fundamental structure and mindset that has underpinned marketing for the last 150 years—and it should change everything you do.

For the last few centuries, misleading people was built into the way marketing worked. Maybe not outright deception, but an acceptable and expected truth-stretching.

Today: honesty, transparency, and authenticity dramatically out-perform the sleaze, sugar-coating, or sleight-of-hand we all grew up on. Unfortunately, most B2B marketing teams are still operating under the old mindset and running an outdated playbook (then wondering why everything is flatlining).

This session gets to the bottom of The Great Shift—the most important change in B2B marketing since the website. It’s kind of about new efficiencies and new targeting accuracy. But it’s mostly about the new perspective and strategic approach that these things make possible. Give me 45 minutes and…

You’ll learn:

  • Why the Great Shift is inevitable (and well underway)
  • How it should change your thinking, your strategies, and your tactics
  • What successful marketing must look like today
Doug Kessler

Doug Kessler

Co-Founder and Creative Director
Velocity Partners

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