Marketing has changed more in the last two years than it has in the past 50.”
- John Simpson, One North
When Adobe surveyed 1,000 marketers in 2013, 76 percent of respondents agreed with this statement. During his opening presentation at the One North Experience Lab, Co-Founder and CEO John Simpson reflected on this period of transformative change we’ve witnessed. He looked back even further to his memories from several decades ago: his trusty Sony Discman he carried with him everywhere. The visits to the corner video rental store and the $250 they charged you if you lost or damaged one of those VHS tapes. That trip to Circuit City with his college roommates to buy one of those ubiquitous dorm-room refrigerators.
Just as these practices have grown obsolete, so too have many of the B2B assumptions we’ve grown up with. John challenged ExLab attendees to REIMAGINE MARKETING and move beyond some of these outdated assumptions. How is the marketing landscape changing? What are the challenges facing B2B marketers today? Most importantly, how can we think differently in order to keep up?