The ground under B2B marketing is shifting
If the last decade was about mastering consumer-grade adtech for B2B, the next five years are about tearing up that playbook.
Generative AI is hollowing out the traditional search economy and everything which comes downwind of search (like content website visits); privacy regulation is dismantling the cookie spine of digital targeting; identity is fragmenting into competing ecosystems; agencies are using AI to flatten the technical delivery gap with vendors in a margin grab power move; the very fabric of programmatic is under threat from batching protocols. Change is afoot…
This isn’t a budget tweak. It’s a structural rewrite of how demand is created, captured, and measured. We need to design for ambient discovery, signal-layered targeting, and product-led activation - not the old linear, keyword-led funnel. [1]
