In the B2B market, revenue-driven decision-makers will find success in putting customers first, merging data with creativity to improve the buying experience, and remaining agile to evolving buyer preferences.

L’Oréal Groupe embraces data-driven marketing to personalize beauty experiences. 3M evolved to prioritize human-to-human experiences in a B2B environment. Kellogg Company leans into a value exchange when asking for consumers’ data. If not a subscriber to Insider Intelligence, download this complimentary Report, “Industry Insights: CMOs Look Ahead.”.

Here’s what the data suggests regarding a return to in-person events: many business travelers are cautiously weighing travel opportunities versus the often mixed bag that is virtual events.

Brian leads Adobe’s B2B marketing solutions, including Bizible and Adobe’s real-time customer data platform. These solutions help marketing teams orchestrate end-to-end customer engagement to drive and measure demand and growth. He most recently oversaw product marketing for Marketo and has spent over 20 years in marketing and product management roles. Moderator:.