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.
#2: Executive Branding
Over the past decade, the Internet, mobility, and social media have upended traditional “command and control” marketing. The pendulum has shifted dramatically to individuals—individuals as buyers and individuals as the voices of their companies. As a result, traditional company branding and digital marketing efforts are no longer sufficient. Especially in B2B environments, executive branding is now considered a necessity.
Grant Wickes, an executive branding specialist, says, “Senior executives must create and develop their personal brand. Buyers want to know the ‘why’ and trust the leaders behind the companies they do business with. Some companies have adapted to this evolution, but many have not. And executives are most guilty of not embracing this new paradigm. Some feel there is no need, but 2017 will mark a watershed year for executive branding.”
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