This chapter aims to shed light on the background factors that have led to a massive change in industrial goods marketing in recent years. The big picture is considered, which leads to entire economic sectors having to change. In this context, digitalization and globalization are just two of many different factors. Why is Germany, once the third-largest economy in the world, no longer the driving economic engine it once was? Or why has the formerly ubiquitous “Made in Germany” symbol become a symbol of a faltering automotive and heavy industry? Against the backdrop of this emerging paradigm shift, this chapter deals with the next generation of B2B marketing. A B2B marketing whose goal must be to proactively position Western industrial companies sustainably successful in global markets, which are characterized by new, emerging economic powers and their agile companies with increasingly innovative products. Western engineers and their conventional ways of thinking and acting alone will no longer be sufficient for the survival of companies. It requires the convergence of various competence areas at eye level in companies to place customer-centered innovations successfully in the relevant markets using modern B2B marketing.