A Leading Strategic Forecaster Shares 5 Ways to Future-Proof B2B Marketing Now

Oksana Matviichuk, founder of OM Strategic Forecaster, has guided both global enterprises and startups through critical transformations, empowering leaders to scale strategically with clarity and speed. On the B2B Influence Podcast, Oksana recently shared that achieving growth in this way requires bold action, and she provided five strategies for future-proofing marketing during these unprecedented times:

1. Marketing Success Starts with the Business Model

One of Oksana’s most compelling points was that marketing outcomes are often a reflection of the business model itself. Too often, when leads dry up or sales slow, companies rush to “fix marketing.” But as she explained, the root cause frequently lies deeper—in whether the business model remains relevant in a fast-changing world.

That resonated with me. As marketers, we can optimize creative, targeting, and spend, but if the foundation is outdated, results will always lag. Before reworking campaigns, leaders should step back and ask: Does our business model still align with today’s buyer expectations?

2. Generational Shifts Are Redefining B2B Buying

Another key theme was the massive generational shift underway in B2B purchasing. Today, around 70% of B2B buyers are millennials. And they buy differently. They expect seamless digital experiences—from initial research through purchase. They still want human interaction, but only at the right moments, on their terms.

This isn’t just about SaaS or small-ticket items. Even big-ticket B2B deals are increasingly moving through digital-first pathways. Companies that fail to create flexible, hybrid journeys—where buyers can engage digitally and then tap human expertise at critical points—will fall behind.

3. The Funnel Has Evolved into a Cylinder

For decades, B2B marketers have relied on the funnel analogy, which means leads flow in at the top, are nurtured down the middle, and sales teams close deals at the bottom. But Oksana challenged this view. She described the modern B2B journey more like a cylinder—where buyers can enter and exit at multiple stages.

This shift requires us to rethink how we structure content, engagement, and measurement. Every stage of the journey must be open and accessible, not rigidly sequenced. Brand-building and always-on content become just as critical as demand generation because buyers expect value wherever they enter the process.

4. Relevance Demands Continuous Forecasting and Alignment

One of Oksana’s specialties is spotting the early signals that a company needs to pivot. She looks for whether a portfolio evolves with clients’ needs, whether there’s a scalable unit that can grow, and whether leadership teams are aligned on strategy.

Her point struck me: relevance isn’t static—it requires constant recalibration. Trends emerge quickly—AI, new technologies, or shifts in buyer demographics—and if we don’t revisit our strategies often, we risk falling out of step. For B2B marketers, this means working hand in hand with leadership to ensure marketing isn’t just tactical execution, but a reflection of where the business is headed next.

5. Balance AI Efficiency with Human Connection

AI came up repeatedly in our conversation. While it’s clear that AI will transform workflows, targeting, and even creative, Oksana warned against over-reliance. Some companies have gone all-in with AI-driven customer service or sales, only to see loyalty drop.

Oksana’s advice is to find the “happy medium.” Use AI for precision, speed, and scalability—but balance it with the human understanding and empathy that buyers still crave. For B2B leaders, this also creates an opportunity: as AI takes on more tactical work, marketers can step up as true strategic leaders, guiding clients and organizations through complexity with insight and foresight.

Talking with Oksana reinforced something I’ve long believed: the future of B2B marketing is about adaptability. It’s not enough to run campaigns efficiently or even to master new channels. We must constantly revisit the fundamentals, from evolving our business models, to  understanding generational shifts, and blending technology with humanity.

You can listen to the full episode with Oksana here, and go here to check out OMI’s latest marketing data services and innovations. We also invite you to connect with our team at request@outwardmedia.com to arrange a one-on-one conversation about using real data to achieve real results and invaluable reach to real people. At OMI, we provide the highest quality, most accurate audience data to fuel engaged, integrated, omni-channel campaigns.