2030年B2B趋势：未来十年的逆向思维

Contrarian Ideas ForThe Next Decade Table of Contents 02FOREWORD: MARKETING AS A MINDSET 04ABOUT THE AUTHORS 05INTRODUCING OUR 2030 B2B TRENDS 07TREND 01:THE WAR ON BRAND Brand Benefit #1: Short-Term SalesBrand Benefit #2: Long-Term SalesBrand Benefit #3: Pricing PowerBrand Benefit #4: Category OptionalityBrand Benefit #5: Competitive MoatsBrand Benefit #6: Talent Acquisition 19TREND 02:BLOCKBUSTER MARKETING Creative Principle #1: Big BetsCreative Principle #2: Surprising FamiliarityCreative Principle #3: Extreme DistinctivenessCreative Principle #4: Total Merchandising 31TREND 03:THE DEATH OF HYPER-TARGETING Hyper-Targeting Crime #1: Subprime DataHyper-Targeting Crime #2: Changing Buying NetworksHyper-Targeting Crime #3: Multi-DimensionalityHyper-Targeting Crime #4: Inherent UncertaintyHyper-Targeting Crime #5: Imaginary Efficiencies Foreword: Marketing As A Mindset “It’s hard to make predictions, especially about the future,” Niels Bohr, the Danish Nobellaureate in physics, famously quipped. This is especially true today given the very strangetimes we are living through. At The B2B Institute, we take this advice to heart when trying to determine the key trendsthat will shape the future of B2B marketing and decision making over the next decade.There is already an abundance of published opinion on how the pandemic changeseverything, and we won’t add to that in this paper. Instead, we want to focus on what hasalways been true and continues to be true – we step out of the present and look to the pastto divine the future. The core of our evolving thesis is captured by the three core trends included in thise-book. Taken together, they add up to a blueprint for reestablishing marketing as adiscipline driving long-term business growth and strategic innovation for B2B companies. But embracing this thinking in practice requires a big mental shift toward seeingmarketing as a mindset for growth, not just as a tactic for customer acquisition. Why is it sodifficult? Incidentally, “Growth Mindset” is also the title of a very influential book (Mindset: TheNew Psychology of Success) by Stanford psychology professor Carol Dweck. Its simpleand compelling mental model has shaped the thinking of business leaders such asMicrosoft’s Satya Nadella. People and teams with a growth mindset are in it for the joy oflearning. They relish the ambiguity and temporary discomfort of being bad at somethingto get good at it over time—in an environment of abundant opportunity. This takes self-confidence, self-awareness and courage. In contrast, those with a fixed mindset see the world as more zero-sum. They focuson innate ability, cling to their perceived status and expertise, and are fearful ofbeing challenged and pushed outside their comfort zone. Self-limiting beliefs and adeterministic attitude tend to hold them back. As Dweck points out, this is not binary.Most of us have aspects of both growth and fixed mindsets within us, depending on thecontext or topic at hand. Unfortunately, the discipline of B2B marketing seems to be suffering from a serious case offixed mindset. Most B2B marketers obsess about putting efficiency above all else and end up forsakingstrategy for tactics. Why invest in costly long-term brand building when lead-gen softwareand ABM technologies provide the quick fix your sales colleagues are asking for? Whymake big bold bets on creative content franchises that take patience and courage, ifinstead you can just throw stuff against the wall and quickly test and learn your way tosuccess? Why “waste” impressions on broad reach when you can hyper-target exactly thepeople who make the buying decisions? As this e-book explains, you could try to focus onefficiency above all else. But you would be dead wrong. To be fair, most other stakeholders in B2B businesses—across sales, product, financeand the c-suite—similarly have fixed-mindset blind spots and self-limiting beliefs aboutthe tactical role of marketing that hold us marketers back from making a more strategiccontribution. But as our research partner Rory Sutherland wisely states: “The greatest opportunities existwhere every significant actor in a market segment all share the same set of self-limitingassumptions.” By that logic, it’s never been a better time to be a B2B marketer. A growthmindset approach tells us it’s up to us and that we, as individuals and organizations, canexpand our horizons if we push ourselves outside of our comfort zones and can lookbeyond conventional marketing tactics. We’re excited to embark on this journey with you, challenge our assumptions and learnnew things for the pure joy of learning. VisitB2BInstitute.orgto read our research. About The Authors Peter Weinberg Peter is a Global Lead at the B2B Institute, wherehe researches and develops contrarian marketingstrategies designed to give LinkedIn’s clients acompetitive edge. Peter has spent the majorityof his career at LinkedIn in a variety of salesand consulting roles. P