What are you putting on the front burner? B2B marketing predictions and recommendations for 2018
To help B2B marketers prepare for what the future holds, columnist John Steinert lays out three trends you should keep top of mind in the coming year.
My overarching prediction for 2018 is that more and more B2B marketers will stop hiding behind vanity metrics like click-through rates and low-cost leads and finally get down to the business of driving real business impact. I say this because I’ve already observed it happening in spades with our own clients.
More than ever before, we’re seeing our clients’ sales teams looking to marketing as a key collaborator. And marketing is responding by focusing more and more on what sales really needs: account-based insights and buying-center-focused support. Over the next year, I think my prediction will become exceedingly visible in three specific areas: