2016 saw terms such as “Account Based Marketing” and “customer experience” become a mass focus. With an overall increase in marketing investments in the B2B sector, what can companies expect to see from their marketing activities in 2017? How can you build on these to deliver value-added, demonstrable marketing activities?
Branding – do you know who you are?
If you had to provide a sentence about what your company does, could you? How different would it be from your colleagues’? Branding is so much more than who you are and what you offer: it’s what makes you different, it’s a promise of quality and reputation. Although underestimated, branding is as important in B2B marketing as in B2C, it’s there to make sure that you, your colleagues and your channel consistently communicate why you are the best choice from a pool of competitors.
Strategy – do you have a clear and integrated approach?
The idea of ‘one size fits all’ has long been outdated but marketers still need to acknowledge that each campaign has different requirements and needs a different blend of activities thrown into the marketing mix. An agile and flexible approach is essential in creating, regularly reviewing and altering campaigns as necessary.
More and more companies have begun to understand the benefit of integration. For example a lead generation campaign won’t yield positive results if there is no social media presence or an unappealing website for leads to visit. See marketing efforts as a whole instead of individual entities is a trend that is here to stay.
Personalisation – Unique content is key
According to the Content Marketing Institute, 76% of B2B marketers are expected to produce more content than they did last year. It’s estimated that content marketing will generate $300 billion by 2019. As the customer experience becomes more important, so is creating targeted, individual content. This is one to watch out for in 2017 – with marketing becoming more sophisticated, content needs to be unique and relevant to specific target markets.
ROI – Can you show provable growth from your marketing?
Gone are the days of fluffy marketing – getting ads out with no idea of return or posting social media just to be seen saying something. As marketing budgets increase so will accountability. Companies will expect to see campaigns linked to an increase in followers, leads, customers and ultimately revenue. Marketing campaigns that are structured to work towards a revenue target are more likely to be approved and yield positive results.
Welcome to 2017
2017 bring exciting opportunities into B2B Marketing industry, integrating efforts with other departments in the company and proving that it is a powerful entity that can be recognised for successful, yet measurable, campaigns.
There’s a reason why the world’s leaders, challengers, innovators and start-ups from the world of IT come to FMXA for their marketing, it’s because we know the tech industry, its language and its customers better than anyone else. Find out how FMXA can provide you with result driven marketing campaigns.