B2B marketing is in desperate need of a reset. For too long, marketers have clung to safe, formulaic strategies that assume business decisions are purely rational. But today’s B2B audience demands more – emotional connections, authentic experiences, and critically, brands that see themselves as connectors, not just sellers. The old model is no longer fit for purpose.
The B2B landscape has shifted, brands need to stop pushing products and start supporting genuine connections – connecting customers with one another to solve challenges, share knowledge and drive innovation. The brands that thrive will be those that see themselves facilitating these interactions and fostering networks that build long-term loyalty.
We are working with logistics real estate business Prologis, which is embracing this new world of B2B and its Prologis Groundbreakers event brings together its customers, stakeholders and organisation to showcase how B2B marketing can break away from traditional approaches. Groundbreakers is aimed at creating a platform for industry leaders to connect, share insights and collaborate, and in turn builds a community that strengthens its brand’s emotional and strategic value.
Here’s why the old B2B model needs breaking and how companies can lead the way:
Emotional resonance is critical: The notion that B2B is strictly rational is outdated. Decision-makers are human and want emotional connections with the brands they work with. One way of doing this is by focusing on the broader impact of a business’s work – how it helps customers solve real-world problems, not just fill warehouses. By doing this, a business can build trust and loyalty beyond the technicalities of its products or services.
Stop selling, start connecting: The future of B2B marketing isn’t in the hard sell – it’s in connecting customers with each other. Brands need to be facilitators of conversations, creating platforms where businesses can engage, learn and grow together. Events can be powerful mechanisms for this, creating a space and occasion to foster industry-wide dialogue, moving beyond transactional marketing to build a network of engaged clients who see value in more than just the product or service they’re buying.
The future is both digital and relationship-driven: Many B2B brands are lagging behind in adapting to the digital-first mindset that today’s buyers expect. Embracing digital transformation while maintaining the value of face-to-face connections is strategically vital. Integrating digital tools with live interactions, ensures a business remains at the forefront of technological innovation and human connection, a balance crucial for modern B2B marketing.
The B2B marketing model of the past is no longer sustainable. Brands that cling to outdated methods will fall behind, while those that embrace emotional engagement, digital innovation and the role of connector will lead the future. Rethinking B2B marketing – not as a transaction, but as an opportunity to build communities and facilitate connections – means you can build stronger, future-proofed brands.
Embrace change, and your brand could lead the next wave of groundbreaking businesses.
Jason Megson is SVP International at Sparks
Be the first to comment on "Why now is the time to rethink B2B marketing model"