This is the B2B Century, and Marketers Will Be the Ones to Lead It
For decades, marketing has been defined by consumer brands. We studied Coke and Pepsi campaigns like they were scripture, while B2B quietly sat in the shadows, dismissed as too boring, too small, too niche. But that story is outdated. The fastest-growing companies in the world today don’t sell soap or soda - they sell software, cybersecurity, and cloud computing.
In other words, B2B isn’t a niche. It’s the growth engine of the global economy. And as B2B rises, so too does the role of marketing. Just like consumer marketers once turned washing machines and breakfast cereal into household essentials, the next century will belong to B2B marketers who make complex business solutions famous, valuable, and memorable.
In our latest piece, Jon Lombardo and I argue that the future of marketing won’t be defined by jingles for detergent - it will be defined by the marketers who build the brands powering the modern economy.
👉 Read the full article here: This is the B2B Century, and Marketers Will Be the Ones to Lead It
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