The impact of value-driven marketing techniques on B2B industry The importance of value-driven marketing in lead generation and customer acquisition in B2B markets

The World of Business has been surrounded by a whirlwind of activities, From industrial revolution Marketing 1.0 the product-centric era where Marketing as a concept was new to the world, it was confined to selling and pushing the product to the consumers, to the age of Information technology Marketing 2.0 the customer-centric era where consumers became the priority rather than the product, and marketers realized that profitable opportunities are disguised as customers unfulfilled needs and wants. In a decade, we witness the Markets undergoing several shifts in the quest to find an elixir that could turn prospects into customers and the kind of customers who keep coming back for the product or services overlooking all other competitors, and with relevant data and thorough analysis, we would like to prove with this research paper that we are living in a human-centric era the age of Marketing 3.0 a marketing technique that creates value for the customer that is beyond materialistic needs, A value that is centered towards customers belief system and their emotional sentiments. In this study, we aim to establish the impact of Value-driven marketing strategies on B2B Markets.