Today, almost 30% of marketing budgets are dedicated to MarTech.

The business world is gradually moving into the post-digital era. In the medium term, digital transformation will be transformed from a major competitive advantage into a mere ticket to market entry.

In this respect, the B2B world is moving at two speeds: at a time when companies are dealing with Data gaps, misalignment between teams and trial and error in the technology stack, buyers seem to be aligned with B2C digital customer experience standards, putting pressure on B2B Sales and Marketing teams.

The digital transformation of marketing is not an exclusively technological project. By multiplying the capabilities of customer knowledge, it is challenging the mass marketing paradigm in favour of a more personalised, refined and human approach. In many ways, digital transformation is giving new meaning to marketing by putting the human element back at the heart of exchanges. The boom in conversational B2B marketing is a good illustration of this dynamic.

The maturity of automation solutions, meanwhile, is giving marketing back some creative and intellectual room for manoeuvre. By entrusting redundant data-entry tasks to the machine, marketers can devote themselves to higher added-value tasks involving analysis, empathy, strategic thinking and innovation. Digital transformation also promises to drive forward the rebellious work of aligning Sales and Marketing.

As with any transformational project, there will be opportunities, challenges and friction. The turbulent macro-environment of Data, the difficulties of calculating the ROI of marketing actions and the challenges of integrating MarTech tools are all challenging the daily digital life of the B2B marketer.

In a spirit of synthesis, this white paper looks back at the signs of the unbridled digitalisation of B2B marketing, analyses the humanisation of the function, lists the challenges posed by digital transformation and proposes a forecast of how the daily life of the B2B marketer will evolve in the short term.

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