The marketing of B2B services has become an important field of academic enquiry. Industrial Marketing Management scholars have contributed to building a robust body of scholarship on the role of services as an indispensable aspect of company’s strategic performance process. However, with digitization, there is a clear need for theoretical concepts and frameworks that can guide companies in the development of contemporary and strategic roadmaps for their B2B service marketing strategies and performance practice. This position paper outlines an agenda and delineates issues in B2B service delivery that need to be addressed to close the gap between service marketing theory and practice and collaborate on the development of strategic service capabilities for the industrial marketing space. More specifically, we identify and discuss the impact of 5 important trends shaping B2B services: 1) gamification, 2) personalization, 3) Mixed Reality (MR), 4) data visualization, and 5) privacy. On the basis of these, we will offer a number of specific directions for future research by industrial marketing researchers.

B2B服务的营销已成为学术研究的重要领域。工业营销管理学者为服务业作为公司战略绩效过程中不可或缺的角色建立了强大的学术体系做出了贡献。但是，随着数字化的发展，对理论概念和框架的需求非常明显，这些理论和框架可以指导公司制定B2B服务营销策略和绩效实践的当代和战略路线图。本立场文件概述了议程并描述了B2B服务交付中需要解决的问题，以缩小服务营销理论与实践之间的差距，并就工业营销领域的战略服务能力的发展进行合作。进一步来说，我们确定并讨论了塑造B2B服务的5个重要趋势的影响：1）游戏化，2）个性化，3）混合现实（MR），4）数据可视化和5）隐私。在此基础上，我们将为工业市场研究人员的未来研究提供许多具体的方向。