Have we entered the B2B golden age?

Could we be on the cusp of something huge for the B2B sector? Read more to find out.

Stephen Reilly
5 MIN|April 12, 2023
b2b golden age

The marketing industry has long been enamoured with B2C brands, dedicating significant attention to companies with flashy advertising campaigns like Coca-Cola, Apple, and Ford. With creative campaigns and memorable slogans, these consumer-focused giants have dominated the marketing landscape for decades. By contrast, B2B companies have often been relegated to the background, considered niche and unexciting.

However, this perception couldn’t be further from the truth. B2B marketing represents a largely untapped goldmine that holds significant potential for growth and innovation in the coming years. As the global economy continues to evolve, B2B markets are poised to play a more prominent role, with many industries experiencing rapid expansion and transformation.

This shift presents a unique opportunity for the marketing industry to embrace the potential of B2B marketing and redefine its future. In this blog, we will explore the rise of B2B markets, the reasons behind their growing importance, and the exciting prospects they hold for the marketing industry as we venture into the B2B century.

The Growth and Potential of B2B Markets

Despite the misconception that B2B has a niche market focus, it actually represents a significant portion of the global economy. In fact, approximately 50% of the UK FTSE 350 firms and nearly 40% of all businesses in Great Britain are purely B2B. In the United States, a staggering 72% of businesses primarily operate in the B2B space, with annual B2B sales exceeding $9 trillion.

In essence, the misconception of B2B as a niche market must be dispelled. Instead, it should be recognised as a goldmine of opportunity for businesses and marketers alike, with the potential to drive significant growth and innovation in the coming years.

b2b golden age

To B2B or not B2B (B2C)

The marketing industry’s long-standing focus on B2C brands is understandable, given its historical roots in the consumer economy. Over the past century, marketers have played a pivotal role in bringing innovative consumer products to market, from household appliances to mobile phones. Through creative advertising campaigns, marketers have successfully conveyed the value of these products and shaped the modern consumer landscape.

While this legacy of B2C marketing is undoubtedly something to be proud of, it is essential to recognise that the future of the marketing industry lies in the untapped potential of B2B markets. The past century may be considered the “B2C century,” during which marketers helped liberate consumers from boring chores in their home life. The next century is poised to be the “B2B century,” with the marketing industry focusing on innovative business solutions that alleviate the tedious tasks associated with work

Today’s workforce no longer spends excessive hours on housework; however, countless hours are still wasted on inefficient processes, such as scheduling meetings, aggregating data, and managing workflows. The B2B brands of the future will address these problems, and it will be the task of B2B marketers to build the brands that provide these solutions.

The Evolution of B2B Organizations

Many B2B companies are currently product-led, focusing primarily on the features and specifications of their offerings. This often results in marketing departments being relegated to the background, tasked with creating visually appealing PowerPoint presentations and organising customer events. However, this approach is unlikely to be sustainable in the long term, as the B2B landscape becomes increasingly competitive and complex.

One key aspect of this evolution will be the recognition of the vital role that marketing plays in the success of B2B organisations – just as it now does in B2C. As product novelty wears off and sales begin to plateau, companies will need to invest in marketing to drive growth and differentiate themselves from competitors.

This shift is already evident in some of the world’s most successful B2B companies. Despite initially dismissing the importance of advertising, Amazon became the largest advertiser on the planet last year, demonstrating the power of marketing in the B2B space.

amazon b2b advertising

As B2B organisations evolve and embrace the importance of marketing, they will need to adapt their strategies to the unique challenges and opportunities presented by this market. This will involve developing more targeted and creative campaigns, leveraging data-driven insights, and building strong, distinctive brands capable of commanding higher prices.

Have we finally entered the B2B golden age?

In short, yes. This new era was officially marked at the Cannes Lions festival, with the announcement of the creation of a B2B Cannes Lion, urging the industry to shift its focus toward B2B markets. Recognising the potential of B2B marketing is crucial for the future growth and success of the marketing industry as a whole.

Just as the marketing industry helped popularise consumer products like dishwashers and televisions, it will play a key role in making innovative business solutions, such as robotic process automation (RPA) more appealing to businesses. The task of conveying the value of these complex solutions will require the marketing industry to adapt and up-skill its workforce.

At its core, the B2B golden age will demand the same fundamental marketing skills as the B2C era, including understanding customer needs, ensuring products are easily discoverable and memorable, and building distinctive brands that command premium prices. However, applying these skills in the B2B context will require marketers to develop new strategies and tactics tailored to the unique characteristics of the business landscape.

The rewards for those who successfully navigate this shift will be immense. By recognising the potential of B2B marketing and leveraging their expertise to build powerful, innovative business brands, marketers can position themselves at the forefront of the industry and drive growth in this golden age.

Position your brand for the age of B2B success

The B2B market is far from a niche sector; it is a goldmine of opportunities waiting to be explored. As the world of marketing transitions into a new golden age for our sector, marketers, business owners and outsiders must acknowledge the immense potential of this market. By focusing on innovative business solutions and addressing the unique challenges of the B2B landscape, organisations can drive significant growth and success for both their clients and the industry as a whole.

But this will require a new way of thinking about your brand, product and audience. We will begin to see B2B brands moving away from their run-of-the-mill marketing techniques over the next few years and joins the big leagues. How would you like to see your company’s name up there next to brands like Coca Cola and Ford Motor Company?

Want to be in the right place at the right time? 

When things start to get competitive, you're going to wish you had a team of marketing experts on hand to elevate your brand above the noise. And trust us, it can get pretty noisy.

Get in touch with us to see how we can help you reach your marketing goals.