Skip to content
Home Marketing Direct Mail Basics

7 Customer-Centric Marketing Trends in the B2B Space

White Paper - 20 Min. Read -

Explore some key trends in the B2B marketing space, from account-based marketing to direct mail, with best practices throughout.

Abstract, colorful illustration representing various graphs and data points.

Prepared for U.S. Postal Service®

By SIS International Research, Inc.

Executive Summary

There is a misconception in the B2B space. Many marketers and sales professionals assume B2B transactions to be impersonal and based on strictly rational decision-making.

However, experts like McKinsey & Co. and recommend that B2B companies give just as much attention and care to their clients as B2C companies would their individual customers.

Exclusive Content

See the full piece by filling out the form. All fields marked * are requested for completion.

Business Contact Information

How many employees does your company have?

How often does your company send advertising mail?

On average, how many pieces of advertising mail do you send out per mailing?

How much do you spend annually on marketing/advertising?

Privacy Act Statement: Your information will be used to understand the needs of customers and improve USPS sales and marketing efforts. Collection is authorized by 39 U.S.C. 401, 403, and 404. Supplying your information is voluntary, but if not provided, we may not be able to fulfill your request. We do not disclose your information to third parties without your consent, except to act on your behalf or request, or as legally required. This includes the following limited circumstances: to a congressional office on your behalf; to agents or contractors when necessary to fulfill a business function; to a U.S. Postal Service auditor; for law enforcement purposes, to labor organizations as required by applicable law; incident to proceedings involving the Postal Service, to government agencies in connection with decisions as necessary, to agencies and entities for financial matters, and for customer services purposes. For more information regarding our privacy policies visit
  1. [1]Nicholas Maechler, Snajeev Sahni and Martine van Oostrum, “Improving the business-to-business customer experience,” McKinsey and Company, 2016.
  2. [2]Anthony Boitbol, “How can B2B marketers be more customer centric?” B2B Marketing, 2017.
  3. [3]“What Works Where 2018: Marketing’s Age of Illumination,” Omobono, 2018.
  4. [4]Ivan Kreimer, “17 ABM Statistics that will make you rethink your 2018/2019 strategy,” RollWorks, 2018.
  5. [5]“What is Account-Based Marketing?” Marketo, 2018.
  6. [6]“Blueprint to Account-Based Marketing: A B2B Marketer’s Guide to Getting Started with ABM.” Terminus, 2018.
  7. [7]Kate Maddox, “Best Practices: How To Succeed With Account-Based Marketing In B-to-B,” Adage, 2015.
  8. [8]Dominique Jackson. “How to Create a B2B Social Media Strategy (Without Being Boring).” SproutSocial, 2018.
  9. [9]Dave Chaffey, “Using social media marketing in B2B markets?” Smart Insights, 2018.
  10. [10]Ibid.
  11. [11]Tim Walters and Robert Rose, “Deliver Peak Experiences With Interactive Content,” Content Marketing Institute, 2016.
  12. [12]Ibid.
  13. [13]Ibid.
  14. [14]Ibid.
  15. [15]Ibid.
  16. [16]“Reimagine remarketing,” Adobe, 2018.
  17. [17]Dave Rigotti, “5 Smart Ways to Use Retargeting to Drive Leads In B2B Marketing,” Bizible, 2015.
  18. [18]“Reimagine remarketing,” Adobe, 2018.
  19. [19]Ibid.
  20. [20]Robbie Richards, “Understanding Marketing Attribution Models: A Simple Guide for Marketing Directors,” SnapApp, 2018.
  21. [21]Andrew Nguyen, “5 Tips for Cracking B2B Attribution in 2015,” Bizible, 2014.
  22. [22]Jason Spero, “How mobile is reshaping the B2B landscape for growth,” Think with Google, 2017.
  23. [23]Sridhar Ramaswamy, “How Micro-moments Are Changing the Rules,” Think with Google, 2015.
  24. [24]Robert Archacki, Kate Protextor, Gaby Barrios and Nicolas De Bellefonds, “Mobile Marketing and the New B2B Buyer,” Boston Consulting Group, 2017.
  25. [25]Ron Marshall, “How Many Ads Do You See in One Day?” Red Crow Marketing, 2015.

Related Content