The Law of Brand User Profiles: The Sharpest Nail in the Coffin of Hyper-targeting

What is quantum marketing? Well, it’s a theory. A grand, unified theory. A way of seeing the world (of marketing). And it’s a theory best explained through a story—a story about the history of the atom. For centuries, scientists believed that atoms worked like this: According to this model, the atom consists of a nucleus and a bunch of adorable little electrons, making neat, predictable circles around that nucleus. Scientists called this the planetary model of the atom because it mimicked the physics at work in outer space. Planets make neat, predictable circles around stars. That’s why the planetary model made so much sense.

B-to-b creative tends to follow a set formula: product features + disembodied voice-over + generic visuals. You know what we’re talking about—stock images of professionals in gray suits sitting around a conference room table shaking hands. Text that describes your product in excruciating, quantitative detail. 111% ROI, 33% faster speeds, 77% reduction in costs. Generic attributes that could apply to any brand—“innovative,” “reliable.” And don’t forget the voice actor with the soothing baritone. And then, at the absolute last second, the big branding reveal.

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.