B2B Trends: 2030 – Contrarian Ideas for the Next Decade

Evidenza’s marketing playbook shows how AI and synthetic data help B2B teams learn faster, plan smarter, and ship on‑brand work at scale.

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.

Data shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category. Hyper-targeting might be the single most destructive idea in B2B marketing. This one bad idea has cost companies billions of dollars in lost revenue. According to hyper-targeting apologists, B2B brands grow best by targeting very specific customer segments with very specific creative. For example, hyper-targeters believe it’s wasteful to target all the IT professionals in Europe when instead, you could hyper-target IT directors in the pharmaceutical industry at companies with 10,000 employees in the UK.