State of the Art of B2B Digital Marketing

Accelerate your transition to tomorrow's B2B marketing by adopting the new rules of the playbook.

A strategic diagnosis and practical recommendations to boost your campaigns.

Let’s discuss the new rules of B2B marketing

Why it's urgent to reinvent your B2B marketing

Traditional strategies are reaching their limits. Here are the challenges you face

Performance decline

Your campaigns are generating fewer and fewer qualified leads. Engagement drops despite increased investment.

Lack of differentiation

Your positioning gets lost in a B2B environment saturated with generic messages

Insufficient alignment with sales

Marketing and sales efforts lack synergy, leaving opportunities on the table

Changing buyer expectations

B2B buyers demand instant, hyper-personalized interactions

Figures that show traditional approaches are running out of steam

-30%

Average decline in email campaign effectiveness over the past 3 years ('21-'24)

+70%

B2B buyers complete their purchasing journey without ever contacting a sales rep directly

+18 months

Average tenure of a CMO in the United States

B2B Marketing and its New Challenges

Learn to adapt and thrive with a comprehensive diagnosis and targeted actions.

Let’s discuss the new rules of B2B marketing

The 8 pillars of modern B2B marketing according to Jon Miller

Discover the main principles of the new B2B digital marketing playbook and how to adapt your strategy to stay successful in 2025.

Rethinking growth beyond acquisition

The old model focused on acquiring new customers at all costs, often with unrealistic targets. Today, growth also means accelerating the pipeline, and retaining and expanding existing accounts.

Investing in the brand to generate demand

The old playbook was all about activation and conversion. Now, 40% of the budget must be dedicated to brand development to create sustainable demand.

Target fewer accounts, but better

For a long time, B2B marketing was spread too thin. The key today is to identify the right accounts with a segmented approach (Tier 1, 2, 3) and adopt a Buying Group vision rather than a simple persona approach.

Adapting to new buyer behaviors

Buyers want exclusive content, not generic eBooks. They're wary of forms and are looking for unique insights that only your company can provide. Audience building and communities are becoming essential.

Moving from scoring to intent signals

No more isolated lead scoring! The new model is based on the analysis of aggregated intent signals at account level (Firmographic, Intent, Relationship, Engagement - FIRE model).

Playing as a team rather than passing the baton

Marketing and sales no longer need to operate in silos. Today, the approach is collective, like a soccer team moving forward together on the pitch, sharing information and adjusting strategy in real time.

Des KPIs orientés business, pas vanity metrics

No more separate dashboards and superficial metrics like MQLs and clicks. Success is measured in total pipeline, revenue generated and overall conversion rate.

AI, co-pilot of B2B marketing

Stacking SaaS tools without a clear strategy is a thing of the past. Artificial intelligence now plays a key role in automating and personalizing the Go-To-Market.

Our offer "State of the Art of B2B Digital Marketing"

Three key steps to transform your marketing strategy

Workshop: The new rules of the B2B Marketing playbook

Two hours to explore the trends of the new playbook, inspired by Jon Miller, and understand how they impact your strategies.

Book your workshop

Analysis of your campaigns

An analysis of 8 recent campaigns to assess your position on the 8 strategic axes of modern B2B marketing.

Discover your position

Customized recommendations

A half-day to present the results and propose a concrete action plan to align your marketing with the new rules of the game.

Plan your restitution

Our customers say it best

They trust us to transform their marketing

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Frequently asked questions

Buyer behavior has changed radically: they go out of their way to remain anonymous, consume content without filling in forms, and prefer ultra-targeted exchanges to a mass approach. The old playbook based on massive lead generation (MQLs) and automated nurturing is no longer effective. The new playbook emphasizes ABM, brand building and the exploitation of intent signals.

This seminar is more than just technical training. It helps you deconstruct outdated approaches to B2B marketing and adopt a strategic vision based on real market trends. You'll leave with a concrete, applicable methodology, taken from Jon Miller's playbook.

It is designed for CMOs, marketing managers, sales directors and B2B marketing teams who want to understand the new rules of the game and optimize their sales impact. If you've noticed a decline in the effectiveness of your campaigns or a lack of alignment with sales, this seminar is for you.

📌 Old playbook

Main objective: Generate leads and nurture the base with automated nurturing.
KPIs tracked: MQLs, email open rates, eBook downloads.
Content strategy: Generic guides and massive email campaigns.
Role of sales and marketing: Working in silos, with a simple handover.

📌 New playbook

Main objective: Generate pipeline and revenue by addressing the most relevant accounts.
KPIs tracked: Target account engagement, intent signals, pipeline conversion rates.
Content strategy: Exclusive data, proprietary insights, differentiating content.
Role of sales and marketing: Working in synergy, like a coordinated soccer team.

No, but it needs to be rethought. The idea is not to stop attracting leads, but to treat them differently:

Fewer leads, but better targeted ones, thanks to intent signals.
Prioritize accounts ready to buy, rather than trying to force a purchase path.
Replace eBook downloads with open, value-added content.