Real-world insights from B2B marketing leaders

Last year saw profound changes to B2B organizations. As professionals could no longer meet face-to-face, marketing and sales teams need to move near exclusively to a digital approaches. This has been embraced by buyers, with a McKinsey survey of 3,600 B2B decision-makers finding that the majority preferred remote human interactions or digital self-service.

Unsurprisingly, more than 7 in 10 (73%) respondents are feeling challenged by the cancellation of in-person events. In our Q1 2020 report, our experts shared their expertise on taking in-person events online (at the time this was newly relevant). Sales and marketing teams have had to maintain such an approach into 2021.