Why B2B marketers are at a critical crossroads (and what they can do about it)

Now in its fourth year, the annual event will, for the first time, have two host cities, taking place simultaneously in Chicago and London. A sign of the event’s growing ambition, it marks the first time B2B World Fest has also been held in-person outside the UK. You can find out more about the speakers, agenda and how to attend.

This year’s headline partner is BBN International, a group with over a thousand B2B specialists working in 71 offices across 31 countries. Its director of international client relationships, Ed Davis, has been instrumental in shaping the agenda for the event. Here, he shares his views on the challenges facing the B2B industry, which he believes is at a “critical crossroads,” and discusses the questions he believes marketers should be asking their B2B agencies.

The Drum’s big theme for B2B World Fest 2024 is ‘The B2B Revolution is Here.’ Why do you believe that’s the case and what are the most significant forces shaking up the space?

The B2B revolution is here because, quite frankly, the industry is in desperate need of it. For too long, B2B marketing has been trapped in a cycle of uninspired campaigns and outdated metrics. But two forces are forcing a reckoning: AI and financial accountability.

AI is reshaping the landscape in a way that’s exposing the real marketers from the pretenders. It’s not just another shiny tool – it’s a filter that’s going to separate those who know how to connect with their audiences from those who rely on shortcuts and cookie-cutter solutions. I’m all for it. In fact, I hope AI will accelerate the exit of lazy marketers who’ve coasted by using tech as a crutch instead of a tool. The ones who adapt and thrive in this AI-driven world will be the ones who understand that technology should amplify human creativity, not replace it.

Then there’s the financial side and this is where things get even more interesting. We’re entering an era where fluffy metrics won’t cut it any more. Agencies will be held to metrics that matter to the boardroom – revenue, profit, share price. It’s about time, honestly. If we’re serious about elevating B2B marketing, we need to be willing to measure success by the standards that actually impact a company’s growth. This is where B2B gets its bite back – by showing that it’s not just a support function but a driver of real business value.

B2B World Fest was built to tackle the trends and issues that truly matter to B2B practitioners. So please set the scene for our readers – what can our attendees expect to take away from World Fest this year?

World Fest isn’t your typical marketing event where you sit back, sip coffee and listen passively. We’ve designed it as a space for real engagement because revolutions don’t happen in silence – they need active voices and bold ideas. At World Fest, expect to be part of the conversation. Our sessions aren’t traditional ‘presentations’ – they’re immersive discussions, debates and hands-on explorations.

If you’re attending, be ready to roll up your sleeves and dive in. We’ll be calling on you to contribute, challenge and collaborate with peers who share a commitment to driving meaningful change in B2B. In return, you’ll walk away not just with ideas but with actionable insights, fresh inspiration and a new network of connections ready to help you push the boundaries of what B2B marketing can achieve.

This year, B2B World Fest is a truly global affair, taking place in London and Chicago simultaneously. With your international perspective at BBN and as someone who splits their time across both sides of the Atlantic, what are the biggest things B2B practitioners in the US and UK can learn from each other?

Everywhere I go – and I’ve been in over 25 countries – I see a common thread: creativity in marketing is a universal language. It’s fascinating to see that no matter the culture or language, marketers are driven by the same core ambition: to connect, to inspire and to innovate. This is where B2B can be truly powerful, bridging boundaries and building brands that resonate globally.

As for the US and UK, there’s a lot they can learn from each other. In the US, there’s a boldness, a willingness to take creative risks and push boundaries. American marketers are masters at going big, especially when it comes to storytelling. The UK, on the other hand, brings a certain sophistication – a knack for blending creativity with strategy in a way that’s both sharp and thoughtful. If marketers on both sides of the Atlantic embrace these qualities, they’ll be more prepared to succeed in a marketplace that’s increasingly global, even for brands that operate locally.

Today, even if you’re a small business selling widgets in one town, you’re likely part of a global market. The real lesson here is that B2B practitioners need to think beyond borders and embrace a mindset that combines the daring spirit of the US with the strategic refinement of the UK. That’s what it takes to thrive in this new era of B2B marketing.

There is, of course, lots of optimism in the space. But what do you think are the biggest challenges facing B2B marketers right now and how can they effectively overcome them?

Right now, B2B marketers are at a critical crossroads. On one side, we have the relentless advancement of AI. It’s exciting, yes, but it’s also challenging us to up our game. AI is exposing lazy marketing like never before. No more skating by with the bare minimum or hiding behind pretty visuals – AI can see through that. It’s forcing marketers to be sharper, more strategic and more authentic. The ones who succeed will be those who embrace AI as a tool to amplify their creativity, not replace it. Those who cling to outdated approaches will find themselves left behind. My advice? Lean into AI, but don’t lose your humanity. Use it to fuel deeper insights and more meaningful connections, not just more noise.

Then there’s the financial side, and this is where the pressure really builds. Gone are the days when B2B marketers could survive on vanity metrics – likes, shares, impressions. Today, we’re being held accountable to the numbers that matter to the C-suite: revenue, profitability and ROI. This is both a challenge and an opportunity. If we’re serious about proving the impact of marketing, we need to align with business objectives, tracking metrics that actually make a difference to the bottom line. B2B marketers need to build a bridge to the boardroom, showing that we’re not just supporting the business but driving it forward.

Overcoming these challenges isn’t easy, but it’s where the best marketers will thrive. AI will raise the bar on quality, and financial accountability will ensure we’re adding real value. Together, these forces will weed out the complacent and reward those who bring their best to the table.

You’re moderating ‘The Questions You Should be Asking Your Agency,’ a session designed to uncover how clients can find the perfect agency partners and forge strong relationships from the outset. What questions are you surprised agencies aren’t asked more often in RFPs? And conversely, is there anything that clients and agencies over-index on as they attempt to develop chemistry?

One of the biggest missed opportunities in the RFP process is asking agencies about their culture and values. Far too often, the focus is on capabilities and case studies, but if the agency’s values don’t align with the client’s, even the best strategies are going to fall flat. When clients and agencies align at the cultural level – when they share core beliefs and ways of working – that’s when the magic really happens. But it’s not enough to just hear a feel-good answer. I’d urge clients to ask their prospective agencies to prove it. Show how these values come to life, not only in the work but in the way they treat their people and partners. This alignment can make all the difference in the longevity and success of a relationship.

On the flip side, I think there’s an overemphasis on sector knowledge that’s almost a distraction. Sure, it’s helpful if an agency knows the basics of your industry, but let’s be honest – I don’t need my team to be experts in airplane engines or drilling fluids. What we need to be experts in is communication strategy, tactical execution and delivering campaigns that actually move the needle. Agencies should be bringing fresh perspectives and a mastery of the marketing craft, not trying to play industry insider. In fact, sometimes, an outside view is exactly what’s needed to disrupt old patterns and bring real innovation.

Ultimately, the right agency is one that understands the art and science of communication, has values that resonate with yours and knows how to manage and execute a killer campaign – regardless of the industry. That’s where the real value lies and that’s where clients should be focusing their questions.

Technology, from AI to marketing automation, plays a central role in B2B marketing today and is unsurprisingly one of the big themes we’ll be tackling at World Fest. How are you seeing technologies influencing marketing strategies today and where do you think things are headed as we approach 2025?

Technology is fundamentally reshaping B2B marketing – and not just at the tactical level but at the strategic core. Right now, AI and marketing automation are allowing us to reach audiences with a precision that was unimaginable a few years ago. We’re talking about data-driven insights that go beyond demographics and get to the heart of buyer behavior. AI is helping us anticipate needs, personalize messages and deliver them at the exact right moment in a buyer’s journey. The result? More meaningful interactions and a shift away from generic, one-size-fits-all campaigns.

But as we look toward 2025, this technology will push us even further. I see two major trends on the horizon. First, AI is going to drive a new level of real-time marketing – campaigns that adapt and optimize themselves on the fly based on audience responses. Imagine a marketing strategy that evolves minute-by-minute to meet prospects where they are emotionally, in real time.

Second, there will be a much stronger focus on accountability and ROI. Marketing technology will bring more transparency to the metrics that matter, helping B2B marketers tie their efforts directly to revenue, customer retention and long-term brand equity. As we get better at measuring real impact, there will be less room for fluff and more demand for concrete, bottom-line results.

This is just the beginning of a new era for B2B World Fest and, per our theme, perhaps even the industry itself. What are you most excited about when it comes to the future of B2B?

With B2B World Fest, I’m most excited about truly taking this event global. It’s called World Fest, after all – it should be a platform where the world’s best minds in B2B can come together, share insights and inspire each other. This isn’t just about creating another conference; it’s about building a global community of forward-thinking marketers who aren’t afraid to challenge the status quo.

The timing couldn’t be better. B2B is on the cusp of a revolution, where technology such as AI and real-time marketing automation is pushing us to be sharper and more strategic. The stakes are higher, and there’s a new level of accountability. At WorldFest, we’re not just talking about the future – we’re actively shaping it. By gathering leaders from both sides of the Atlantic and beyond, we’re blending different perspectives and approaches, making us all stronger as we face the next wave of challenges in B2B marketing.