# B2B Marketing Trends to Watch — Or Not — in 2023.

1 Opinion January 11, 2023 Stern in the News ![Ruth Stevens headshot](/sites/default/files/styles/246w/public/2023-01/Ruth%20Stevens%20231x261.png?itok=Uh-qaCDQ)By Ruth Stevens

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Business buying is changing, and marketers must change with it—fast. I take inspiration from Brent Adamson’s article in Harvard Business Review with the provocative title, “Traditional B2B Sales and Marketing Are Becoming Obsolete.” Adamson explains that business buying no longer fits the linear “handoff” model between marketing and sales. Instead, it requires a deep understanding of each account’s buying process and developing a unified selling process that maps to it.

So, we know sales and marketing must evolve. But how?

Let’s review some of the fresh ideas that are emerging to keep us going.

Read the full [*MCNY* article](https://marketingclubny.org/b2b-marketing-trends-to-watch-or-not-in-2023).
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*Ruth Stevens is an Adjunct Assistant Professor.*

## More from Ruth Stevens

- [What B2B Marketers Can Learn From Asia’s Fast-Evolving Strategies.](https://www.stern.nyu.edu/experience-stern/faculty-research/what-b2b-marketers-can-learn-asias-fast-evolving-strategies)
- [Ad Fraud Is Hitting B2B Where It Hurts: Lead Gen.](https://www.stern.nyu.edu/experience-stern/faculty-research/ad-fraud-hitting-b2b-where-it-hurts-lead-gen)