The 99:1 Rule: How to Invest in a Recession

Most of the buzz around AI is about creative disruption: faster ads, automated campaigns, generative content. But for B2B marketers, the bigger opportunity and the bigger disruption isn’t creative. It’s diagnosis: understanding the customer. Market research has always been slow, expensive, and painfully limited. AI changes that. Suddenly, B2B brands can tap into the world’s largest panel - the internet itself - and get insights faster, cheaper, and at scale.

What will define the future of B2B marketing? In this special edition of our B2B Trends series, Peter Weinberg and Jon Lombardo look beyond short-term uncertainty to explore the durable, contrarian ideas that will shape the next decade. The report highlights three major shifts that marketers can’t afford to ignore: The rising importance of brand building, creative strategies that cut through sameness, and distribution as the foundation of brand success. Grounded in timeless principles and a meta-analysis of past B2B Trends research, this report challenges conventional thinking and identifies strategies that will continue to drive growth through 2030 and beyond.

Brand marketing creates more financial value than short-term performance marketing – the sooner B2B marketers flip their perspective and start allocating budgets accordingly, the better it will be for everyone in B2B.