TheB?BInstitute2030B2BTRENDSContrarian ldeas ForThe Next DecadeLinked in
lable or ContentsFOREWORD:MARKETINGASAMINDSETIdABOUITTHFAUITHORSINTRODUCINGOUR2030B2BTRENDS07TENAFONBRANOTREND01Brand Benefit #1:Short-Term SalesBrand Benefit#2: Long-TermSalesRrandBeneft#3:PricinqPowerBrand Benefit#4:CategoryOptionlityBrandBenefit#5:CompetitiveMoot19TREND02:BLOCKBUSTERMARKETINGICreativePrinciple#l:BigBetsCrectivePineile#2:9SurpisigFfomityCreativePinciple#3:ExtremelDistinctivenessCreative Principle#4;TotalMerchondising31TREND03:THEDEATHOFHYPER-TARGETINGHyper-Tarqeting Crime#l: Subprime DataHvper-Torceting Crie#2:Changing Buying NetworksHoer-ToraetingCie#.3.M.lt-DiensinalityHyper-Tarqeting Crime #4:Inherent UncertaintyHyper-Targeting Crime#5;Imaginary Efficiencies
Foreword:Marketina As A MindsetADIRECTOROFTHEB2BINSTITUTEAGLOBALLEAD,THEB2BINSTITUTITy HeathJannchwarz"'shard tomakanradictions asnecially abont the future"Niels Bohr. the Danish Nobel laureate in physics, famously quipped. This is especiallytrue today given the very strangetimes we are living through.AtTheB2BInstitute, we take this advice to heart when trvina to determine the kevtrendsthat wilshape the future ofB2B marketing and decision making over the next decade.There is already an abundance ofpublished opinion on how the pandernic changes everything, and we won t ad to bha in his paper. Instead, we want to focus on whathas,always been true and continuesto be true- we step out of the present and look to the pastto divine the future.The coreof our evolvinoiscaohured bythe three core trendsincludedin thislueprint forreestablishina marketina asa discipline diving long-term business growth and strategic innovation for B2B companiesBut embracing this recouires a biu mentalshit toward seeingmarketinq asamindsetforarowth.not iustas atactic forcustomeracanisitionWhrisitsoIncidentaly,"*Growth Mindset"is also the titl ofa verv influential book (Mindset:The1e xvsholoa f sucesy b Stanford psychology poesorCard.Dwetck Is simpleand compelling mental mnodel has shaped the thinking of businessleaderssuch asMicrosof'sSatva Nadella. Peoole and teams with a crowrth mindsetare in it for the joy ofeamning. They relish the ambiguity and temporary discomfort of being bad at somethingget good atitovertime-inanenvironment of abundant opportunity. This takesselfconfdence, selfawarenessand courage.In contrast, those with a fxed 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 adeteministic atitude tend to hold them back. As Dweck points out, this is not binary.Most ofus have aspects of both growth and fxed mindsets within us, depending on thecontext ortopic at hand.TheB?BInstitute
2030B2BTRENDSUnfortunately, the discipline of B2B marketing seems to be sulffering from a serious case offxed mindset.Most B2B marketers obsessabout pouting effciency above all else and e...
