Ida Cheinman | Principal and Creative Director, Substance151
B2B marketing is undergoing an unprecedented change that impacts every aspect of what marketers need to know, do and become in order to succeed. Over the past decade, “digital” dominated the marketing conversation and defined Modern Marketing. And while technology continues to disrupt our lives and business, pushing the boundaries of what’s possible, it’s now simply the cost of entry. And so we move beyond “digital,” entering the next phase where rapidly changing B2B audience’s expectations demand more B2C-like experiences and where customer disruption is the new marketing normal. Welcome to the age of B2ME Marketing! To compete and win in the decade ahead, A/E/C firms must find new ways to reach, engage and convert the next generation of more-than-ever empowered professional services customers – both clients and employees. And this will require a fundamental shift in perspective – away from company-centric and channel-obsessed communications and toward contextually relevant, emotionally resonant, highly personalized and targeted content and experiences built around customers and their needs.