Written by Clare Hanrahan, Marketing Director, dentsu B2B
Discover the big trends driving B2B marketing towards 2030
Beyond the hype, three clear developments will influence B2B decision-making - 'traceability', 'scaled commerce' and 'a new era of speed'.
Marketers exist in an environment of constant change. Identifying the trends that will have a lasting impact, compared to those that appear and then fade as part of the latest 'hype cycle', is no easy task.
Obsessions with non-fungible tokens (NFTs), Bitcoin and Web 3.0 loomed large but have yet to make a major impact on the day-to-day lives of marketers. Peak NFT hype, for instance, was reached back in 2021 when a set of NFTs representing images of cartoon apes sold for $24.4m at auction house Sotheby's.
One thing that's for sure, however, is that artificial intelligence is not a feature of the hype cycle. It's a major part of the marketer's world and will remain a big focus moving forward, particularly in terms of its impact on the B2B buying process.
Another issue that's far from over-hyped is the need to connect modern business through means that embrace the best principles of technology, combined with a recognition of the role that human insight plays in B2B marketing.
Rob Gold, President of dentsu B2B, says: 'As we look ahead to 2030, connecting modern business is a non-negotiable strategy. By that, we mean connecting technology systems, different parts of our organisations and, vitally, connecting as human beings.'
Rising competition for B2B marketers
Our research points to three clear trends in B2B marketing that are here to stay. We'll take a look at this trio of market drivers shortly but first it's important to understand the context of an increasingly complex and competitive environment.
Our Superpowers Index research showed that 62% more businesses are considered by buyers as part of the purchase journey in 2024 than in 2021 when the first wave of research was published. The insights, which provide a unique perspective on the motivations of the B2B buyer, reveal how B2B marketing will help businesses to navigate short-term change while preparing for the long-term future.
Digging into the research findings and applying their knowledge of B2B marketing, our experts at dentsu B2B see three major factors influencing decisions in the coming months and years.
1. The Traceability Imperative
'Customers will demand it, and you need it in your supply chains,' says dentsu's Rob Gold, of the need for high standards of traceability of products. Factors driving this demand include tighter regulation, sustainability requirements, and the potential for greater efficiency.
B2B marketers should look to highlight traceability as an important value to emphasise security, efficiency, and ethical sourcing. Clear communication of traceability reassures stakeholders, strengthens partnerships, and differentiates a brand in competitive markets.
Our own solutions in the B2B space, for instance, include tracking and tracing to digitise the entire product journey, providing brands with maximum visibility and control over their supply chain activities, detailed insights into the after-sales cycle, and new ways to stimulate interactions with buyers.
2. Scaled commerce
The growth of digital commerce is set to have a sizeable impact on the B2B buying process. Right now, it accounts for 60% of all consumer transactions but just 15% of B2B purchases. By 2030, Merkle (dentsu’s CXM agency) predict that 50% of all B2B transactions will take place through digital commerce (Merkle B2B Futures). 'That means thinking about marketplaces and new models to interact with your customers,' says Rob Gold.
Meanwhile, AI is expected to add an extra layer of sophistication by accelerating the growth of completely autonomous commerce. This will deliver streamlined B2B transactions, making buying and selling goods and services as seamless as online shopping.
However, the rise of scaled commerce doesn't negate the need for human interaction but shifts the focus. As more transactions become automated, the human element will prove more crucial in building relationships, offering strategic advice, and addressing complex needs that autonomous systems can't handle.
3. A new era of speed
Business isn't slowing down, quite the opposite in fact. Merkle forecasts that decisions will be made more rapidly in 2030 than now. 'Businesses will need to operate 300% faster than they do today,' argues Gold. 'Think about the impact of generative AI, and the creation of synthetic products and services, which mean that we'll have to think about how we innovate and consume as we pivot towards new things.'
While this new era demands efficient processes, the underlying decisions will continue to be influenced by trust and ethical considerations, requiring a human touch to build confidence in rapid engagements.
Human connection matters more than ever
Ultimately, the sharper focus on traceability, digital commerce and speed shouldn't be delivered at the expense of human connection and personalisation in B2B marketing.
The Superpowers Index reveals for the first time that 'personal' decision drivers (such as feeling safe when signing a contract, and products or services aligning with a buyer's own values and ethics) outweigh more functional decision drivers (price, variety and choice) in overall importance within the B2B buyer journey.
For Rob Gold, this rise in personal motivation will drive the need for more creativity, storytelling and emotional resonance in B2B marketing because customers each have a human side that drives their decisions.
'We talk about B2B and then B2C, but I can't think of any organisation that isn't fundamentally a business selling to another business,' Gold says. 'Looking forward, it's about innovating and being creative in our thinking because connecting modern business is essential in the world today.'
B2B marketers can add an edge by harnessing their understanding of human beings to grasp the opportunities provided by traceability, commerce and speed. 'It's incredibly important to view these three trends through this lens,' Gold concludes.
Download The Superpowers Index here. And for more inspiration on connecting modern business, access our series of talks and insights.