My marketing agency was recently asked to submit a proposal for an inbound marketing program for a B2B enterprise that offers consulting, software and analytics to its customers. We did what we always do: We started with background research to understand the industry they’re operating in, got a sense of the competitive landscape, figured out what their current marketing mix looked like, then asked one essential question: What problem are we solving for?
In 2017, B2B marketers will continue to deal with tangible growth and marketing ROI pressures. Below are 13 primary B2B marketing trends that deserve your time and attention and will help you address the challenges, opportunities, and complexities you’ll undoubtedly be presented with this year.
#1: Customer Experience Balance
Probably the most impactful B2B marketing trend in 2017 will be a tighter focus on improving the customer experience while driving growth. Strive to use a balanced approach to building customer loyalty. Instead of focusing solely on “customer-centric” methods based on your customers’ lifetime value, offset it with “customer-focused” techniques that enable you to provide relevant experiences across all touch points and concentrate on what your customers value most. Symmetry between those two approaches will result in higher revenue combined with stronger customer loyalty.