"The analysts also predict that marketers will turn more of their focus to existing customers, which represent 75%–80% of B2B organizations’ revenue stream. As they do, often fragmented marketing teams such as demand, account, customer marketing will work more closely to provide a better integrated, full lifecycle approach. Forrester predicts that in the coming year, disparate marketing teams will consolidate in 20% of B2B firms."
Digital advertising. Privacy policies. Economic turbulence.
If current clients are not a marketing team's focus today, they will be very soon.
Marketing through owned channels will likely make up the bulk of content over the next 36 months.