In a world where B2B marketing is becoming increasingly noisy, it is urgent that we rethink our approach. Here is a summary of some thoughts on the future of go-to-market (GTM) in the B2B sector.
Rethinking efficiency: less volume, more meaning
Traditional approaches to B2B marketing are now outdated. Too many marketers are stuck in automated, impersonal “playbooks,” thinking that speed and volume are enough. But how can you stand out from the crowd by doing what everyone else is doing?
In this article, I would like to highlight a simple but powerful idea: the buyer experience is the real driver of growth. In other words, creating perceived value from the first contact is becoming more important than sending messages on a large scale.
AI: the tool that can change everything
Artificial intelligence is not a magic solution to all problems. Misused, it only amplifies the noise. We've already discussed this here. But when used correctly, it allows you to tailor your message, improve relevance, and personalize the experience without losing effectiveness. Using AI for efficiency is good; using it to enrich the shopping experience is better. Using it to better understand your audience and market trends is the future.
Simplify strategy, align teams
Another key point that emerged was the need to get back to basics. Simplifying your marketing strategy allows you to align your sales and marketing teams more effectively, quickly test good ideas, and work together to achieve concrete results. This requires a certain amount of discipline: knowing when to say no, choosing the right levers, and daring to move quickly... but in the right direction.
An inspiring (and very timely) vision
What I take away from my discussions with several B2B clients is the power of marketing that is more human, more relevant, and more grounded in the buyer's reality. At a time when tools are multiplying, it is strategic clarity, well-thought-out speed, and an obsession with experience that will make the difference.
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