73 Experts Reveal B2B Marketing Trends to Leverage in 2017

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It’s time to look forward and see what B2B marketing trends will shape the road into 2017. The B2B industry is constantly shifting, and is projected to grow at an annual compounded growth rate of 12.9%. New opportunities, challenges and technologies are emerging every day, making it harder than ever for companies to keep up.

While account based marketing, interactive content, personalization, native advertising, and automation are just some of the hot trends that look set to continue into the new year, there are some new kids on the block.

What trends should B2B marketers be leveraging to break through the noise and create more compelling experiences for their audiences? Last week we reached out to 73 B2B experts and asked the following question:

List 3 trends B2B marketers can leverage to break through the noise in 2017?

Aubrey Beck

Sales Enablement
Embracing and investing in sales enablement is job one for B2B marketers in 2017. The shift towards inbound, rather than outbound approaches—selling through education and genuine helpfulness—is an absolute necessity. As are the tools and processes that save time, increase effectiveness, and better align Sales and Marketing teams. The right tools deployed correctly around your organization’s business logic will help to identify buying signals that help sales personnel understand how best to meet your prospective buyers after they’ve crossed the MQL threshold around contextual trigger points.

Influencer Marketing
Content distribution remains a linchpin in the world of content marketing, which is why influencer marketing remains a top focus for B2B marketers in 2017. Deep audience analysis is the first step in getting this going. From there, it’s an integrated communication process blending all aspects of modern public relations — media, influencer and analyst relations, social media, earned and paid media — that fuels influencer distribution paths that generate conversions.

Video Marketing
Video content is arguably the most impactful marketing opportunity for businesses today. Especially because Facebook leadership predicts that the majority of content shared on the platform in five years will be video. For 2017, B2B marketers should be working to build out a robust video marketing library. The value of video is already apparent and its necessity inevitable.

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