This chapter aims to review the current B2B landscape in terms of the upcoming developments in marketing communications. Industrial marketing managers operate against a background of financial uncertainty and, thus, are in seek for more sophisticated measures of accountability. Recession had a severe impact on advertising budgets given that advertising is still regarded as a cost rather than an investment by manufacturers. At the same time, digitalization brought fundamental changes to the way B2B marketing communication and advertisingare developed, planned and performed. In simple terms, a great digital challenge was posed for B2B firms, against a major financial problem. The authors also provide some implications for B2B marketing managers in the foreseeable future.