Top Trends for B2B Buyer’s Journey

Here’s what I believe will be the top trends affecting B2B marketers in the upcoming years:

  1. Consolidation of Disparate Marketing Solutions

    If you haven’t noticed, big software vendors like IBM, Adobe, Oracle and are buying smaller, point-solution marketing vendors with the goal of a consolidate marketing solution. This is a big win for marketers as buying integrated systems for marketing automation, lead management, content management, social, marketing resource management, etc. makes deploying these capabilities much easier… perhaps at the expense of increased costs and vendor lock-in.

  2. Responsive Design for Email and Website

    Mobile is big and only getting bigger. To manage the complexity of devices and screen sizes, B2B marketers will have to contend with this complexity. The key solution is responsive design, allowing emails and web pages to display appropriately based on screen size and device.

  3. Big Data Moves to the Cloud

    Big data is moving to the cloud. A host of new solutions allow marketers to run predictive analyses and enhanced ad campaigns through vendors hosting and processing data in cloud.

  4. CMOs Tenure Continue to Climb

    It used to be CMO had an average two year tenure. This has now increased to nearly four years and will like to continue. CMOs have learned that strong business acumen and the rise of marketing operations and analytics are the key to having relevant conversations with CEOs, CFOs, etc. The CMO conversation has moved from discussing events, PR, and leads to conversations around relevant KPIs, such as marketing’s contribution to revenue, customer retention and brand awareness.

  5. Company Websites Increase in Importance

    The buying cycle has changed where buyers are in control of their journey as they traverse the internet to educate themselves. Once a prospect has reached your website, it means you have a good chance to make the short list. This trends will continue and smart marketers will capitalize by investing in web technologies and capabilities around content management, personalization, optimization and web reporting.

  6. Content Remains King

    The popularity of white papers, webinars and videos will continue to be used for both awareness and demand generation. The staple of B2B marketing efforts will continue.

  7. Social and PR Continue to Merge

    Increasingly marketers are treating social as micro PR. You’ll see a continued trend where Social and PR are managed within the same team.

  8. Managing Compliance as a Must

    Beyond email compliance, B2B marketers face a host of compliance issues as new laws spring up. These new compliance topics include PII data, website cookies and social media

  9. Mobile App Marketing Goes Mainstream

    Mobile apps are becoming a big part of many companies go-to-market strategy and the trend will continue. B2B marketers must become strong at managing the nuances of marketing apps.