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It's getting to that time of the year when marketers, like experts in all sorts of other fields, start to make predictions about what’s to come next year – the key trends, the major themes, the ones to watch. But, in these turbulent and uncertain times, it’s becoming ever more difficult to predict what's ahead – what happened in the past is no longer a pointer to what might happen in the future.
Without wishing to make any predictions, it could be that the current downturn could throw up some longer term positives for B2B marketers. As the saying goes, necessity is the mother of invention and it could just be that improved techniques, more coherent approaches and better ways of working could result from the fact that B2B marketers are going to have to work harder than ever to attract new customers.
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