What Has – and Hasn’t – Changed in B2B Marketing

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“What has been will be again, what has been done will be done again, there is nothing new under the sun.”
Ecclesiastes 1:9 (New International Version)

“Don’t throw the past awayYou might need it some rainy dayDreams can come true againWhen everything old is new again.”
“Everything Old Is New Again,” Peter Allen and Carole Sager, 1974

The last two decades have been a period of almost nonstop change in B2B marketing. Over the past fifteen years, we have witnesses the proliferation of marketing channels, the explosive growth of marketing technologies, and the appearance of several new marketing techniques, including inbound marketing, content marketing, and account-based marketing.
Over the same period, major consulting firms such as McKinsey, CEB (now part of Gartner), SiriusDecisions (now part of Forrester), and ITSMA introduced an array of concepts and models describing the B2B buying process and exploring the role that marketing can/should/does play in revenue growth at B2B companies.
Most of these developments have felt new, and many have been presented as new. But in fact, many of these “new” models of B2B marketing and buying aren’t really new at all. They have antecedents that go back several …

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