One Universal Truth of Marketing for B2B Tech Companies

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Introduction

# Dave Steer, CMO of $4B design-forward tech company Webflow, brings over two decades of experience leading marketing at category-defining companies like GitLab, Cloudflare, Facebook, Twitter, PayPal, and eBay. His perspective on B2B tech marketing comes from navigating multiple technology shifts while scaling enterprise growth and launching AI-powered platforms. With expertise spa ing both B2C and B2B marketing, Steer offers a unique vantage point on what truly drives success in technology marketing.#n#n1

The Constant of Change in B2B Tech Marketing

# When asked about his one universal truth for marketing B2B tech companies, Steer's answer cuts straight to the core: "Everything is changing all the time." This isn't just an observation—it's the fundamental reality that separates successful B2B tech marketers from those who struggle to keep pace. The shift from B2C to B2B marketing revealed to Steer just how dramatically the landscape transforms, with the rate of change in B2B technology and marketing showing no signs of slowing.#n#n1

Adapting to Win in Dynamic Markets

# The implications of constant change go beyond simply staying current with trends. According to Steer, "The wi ers I think in this space are going to be the ones who can adapt to change the quickest." This adaptability isn't just about reacting to market shifts—it's about building marketing organizations and strategies that thrive on experimentation and rapid iteration. The static playbook approach that might work in more stable industries becomes a liability in B2B tech, where yesterday's best practices can quickly become tomorrow's outdated tactics.#n#n1

Marketing as a Dynamic Investment Strategy

# Benjamin Shapiro draws an insightful parallel between marketing strategy and stock market investing, noting how companies can have long-term anchor strategies while recognizing that "nothing's ever certain." The technology landscape exemplifies this volatility—Apple disrupted Xerox, and now OpenAI potentially threatens Apple's dominance. This perspective reinforces that B2B tech marketers must balance stability with agility, maintaining core strategic pillars while remaining ready to pivot when market dynamics shift.#n#n1

Building for Perpetual Evolution

# The certainty that "nothing lasts forever" in technology markets demands a specific approach to marketing infrastructure and team building. Marketing leaders must create systems that embrace change rather than resist it. This means investing in flexible martech stacks, fostering cultures of experimentation, and developing teams comfortable with ambiguity. The most successful B2B tech marketing organizations aren't those with the most rigid processes, but those designed to evolve continuously.#n#n1

Conclusion

# Dave Steer's universal truth—that everything in B2B tech marketing is constantly changing—serves as both a warning and an opportunity. For marketing leaders at companies like Webflow, which empowers over 300,000 companies to build enterprise-grade websites, this reality shapes every strategic decision. The key takeaway isn't to fear change but to build marketing capabilities that thrive on it. In B2B tech, the only sustainable competitive advantage is the ability to adapt faster than your competition, turning perpetual change from a challenge into your greatest strategic asset.#n#n1