A Count Down of 9 of the Top B2B Marketing Trends of 2017

Top B2B Marketing Trends of 2017

Business-to-Business marketing also referred to as B2B implies the sale of an organization’s product or service to another organization. While B2B marketing employs the same concepts as consumer marketing, they are glaring differences in the way this strategy is implemented. Consumers are known to select products on the basis of price, popularity, status, and many different emotional factors. On the other hand, B2B buyers arrive at their buying decisions on the basis of the price of a product or service, and its profit potential. Social media sites have created new opportunities marketing between businesses. Here is a breakdown of the most common marketing trends 2017.

  1. Executive Branding
  2. Visual Content Marketing
  3. Influence Marketing
  4. Personalization
  5. Multi-touch Marketing Attribution
  6. A Customer-Centered Approach
  7. Native Advertising
  8. Account-Based Marketing
  9. Evolving Content Marketing Programs

1. Executive Branding


In the past, the internet, and social media relied on the conventional “command and control” form of marketing. The times have changed and marketing is conducted bearing in mind that individuals are the buyers and these same individuals are the voices of the companies they conduct business with. This means traditional branding and social media marketing techniques are not enough in B2B situations. To be effective, executive branding should be part of your B2B marketing campaign in 2017. Executive branding is where senior executive create their personal brands. These executives must prove their trustworthiness to buyers.

2. Visual Content Marketing


A study by HubSpot shows that B2C marketers place a lot of emphasis on the essence of visual content marketing. In 2017, B2B marketers are quickly adopting this trend. The main objective of this trend is to create more compelling, engaging, and shareable content. The common types of visual content to expect in 2017 include images in social media, blogs, and infographics.

3. Influence Marketing


Influence marketing is one of the most common approaches to look out for in marketing trends 2017. According to Warren Whitlock, a renowned authority on influence marketing, everybody is influential in their own unique way. Influence marketing implies finding the individuals who are influencing your industry. These organizations will seek out your assistance and help you improve your leads and reputation. Apart from increasing their interaction with influencers, B2B marketers will increase their involvement on social channels such as Twitter, LinkedIn, and YouTube.

4. Personalization


Personalization is a B2B marketing strategy that focuses on capturing the attention of a specific business as opposed to a group of businesses. This includes using that business’s name and addressing their specific needs. With the right personalization software, it is possible to achieve immense growth with this approach. By looking at a user’s cached browser information and IP address, personalization software can generate pages to different businesses from different industries.

Personalization is a big deal this year because of its potential for high conversions.

5. Multi-touch Marketing Attribution


Many B2B marketing firms regard marketing as a support service instead of a revenue generator. In 2017, marketing teams have been forced to justify how they influence sales and also to provide insights that defend their marketing initiatives. Marketing attribution refers to associating specific marketing approaches to specific revenue or closed deals. While many large organizations have employed marketing attribution for some time, small organizations have started to acknowledge this concept in 2017.

6. A Customer-Centered Approach


B2B firms have acknowledged that customer experience and adopting a customer-centered strategy when doing business is the key to success. Currently, B2B buyers make buying decisions based on their customer experience. A study dubbed “Walker Information’s Customers 2020” shows that by 2020, customer experience will be more important than product and price when differentiating brands. This affects not only how businesses market and sell themselves, but also how these businesses deliver their products and services, and how they maintain existing customer relationships. Research shows that only 23% of marketers have adopted a customer centric approach in favor of a product or channel-centric organization model. In 2017, it is expected that the remaining 77% will embrace a customer-centric strategy.

7. Native Advertising


Native advertising is material that is posted in an online blog and that looks like editorial content. This form of content is paid for by advertisers and is aimed at promoting the advertiser’s goods and services. Native advertising is a better alternative to interstitial advertising and traditional banners because it is in between content and advertising. This form of marketing is less intrusive and more informational. Native advertising has a high potential of being shared and is very cost effective to marketers. Numerous B2B organizations have successfully exploited the benefits of native advertising. These firms include Teradata, Dell, Deluxe, Intel, and IBM.

8. Account-Based Marketing


Account-based marketing is almost the same concept as personalization. However, with account-based marketing, you are able to gather personalized information directly from the user. For example, sites such as Facebook require users to divulge personal information about themselves. When you customize a user’s experience by relying on their personal information, there is a high likelihood that they will remain on your site. And the more a person remains on your site, the higher the chance of converting them into customers.

Account-based marketing can be easily implemented by B2B marketers by using high-level web development techniques. This provides you with an opportunity to gather proprietary data on your best clients, what they do, and why they buy from you.

9. Evolving Content Marketing Programs


Content marketing is a common marketing strategy. A study by Content Marketing Institute and Marketing Profs shows that 89% of B2B marketers use content marketing and 70% are planning to generate more content in the coming years. However, though content marketing has been widely embraced, a mere 22% of B2B marketers claim that their firms are effective at it. This means that the content marketing approach adopted by many B2B firms is either outdated or ineffective. Some of the content marketing trends expected in 2017 are as follows:

  •  Additional focus on target-specific content
  •  Diversification of the format used for content including a mix of video, interactive content, and podcasts
  •  An increased reliance on paid amplification for boosted distribution

B2B marketing trends have come a long way from being modest and less flexible. In 2017, most of the B2B marketing trends are more aggressive, customer oriented, and more focused on generating maximum returns. The list above captures some of the most dynamic B2B marketing practices to expect this year.


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