From experience there's a huge amount of 'watching what others are doing' going on in B2B. No one wants to get caught out as having missed the next big thing.

From experience there's a huge amount of 'watching what others are doing' going on in B2B. No one wants to get caught out as having missed the next big thing. Vendors also try to make sure that they have a 'story' around major trends, and analysts like to see this too. Although you're dealing with volumes orders of magnitude lower than its usually possible to identify 5/6 topics that are top of mind for CIOs at a given time.