2 Introduction B2B marketers now face challenges that simply didn’t exist a few years ago. Business buyers are savvier and more connected than ever, and they expect always-on, highly personalized buying experiences. These days, we can’t just meet the needs of our B2B customers. These customers – regardless of whether they’re buying for themselves or their companies – expect their needs to be anticipated. B2B marketers are increasingly using a mix of account-based marketing (ABM), artificial intelligence (AI), and analytics to connect the right customers with the right content at the right moments. To get a full understanding of the challenges and transformations affecting today’s B2B marketers, we collected B2B-specific data and insights from the following sources: • State of Marketing, Salesforce Research • State of Sales, Salesforce Research • State of the Connected Customer, Salesforce Research • 2018 ABM Benchmark Study, Information Technology Services Marketing Association (ITSMA) • Predictions 2019: B2B Marketing And Sales, Forrester Research • Virtual And Augmented Reality For B2B Marketers, Forrester Research These findings will give B2B marketers a set of clear benchmarks for how to succeed today, as well as new ideas about how to prepare for future changes coming to their industries. Data Sources State of Marketing Connected Customer Forrester State of Sales ITSMA