The behavior of B2B buyers has been evolving over the past few years and that is set to continue. The bulk of B2B transactions is moving online and this is where many of the B2B marketing trends of 2020 will flourish.
Customer experience in particular will be the central driving force of 2020 B2B marketing trends.
Customer experience as always been crucial in B2C marketing and now it has become very important in B2B marketing. This is largely driven by the profile of B2B buyers.