Shimon  Ben-­Ayounshimon@spotonvision.com

Fantasy  cycle

Dream  cycle

Frustration cycle

Nightmare cycle

Fantasy  cycle

Many thanks to:

Introduction

Introduction

Source: Salesforce.comresearch

Overview trends

1. Account-based marketing (ABM)2. Customer Journey3. Customer Advocacy4. Sales Enablement5. Accountability6. Personalisation7. Engage and Convert

Technology Trends1. Predictive Analytics2. Artificial Intelligence3. Virtual & Augmented Reality

In 2017, the industry will start to realise that ABM is NOT a technology category, it is a business strategy.

- Jon Miller, CEO and co-founder at Engagio, co-founder of Marketo

Technologies:

Trend 1: 2017 will be the year of strategic ABM

Some proof

“Account-Based Marketing” search interest

• Focus first on your strategy, data accuracy and content

• ABM is not always the right strategy forevery marketer

• Accelerating sales pipeline at scale

spotONtake

Most overlooked part of the customer journey in the B2B Complex: regular check-ins from the salesperson. After all, it doesn’t matter how cool the tech is when we miss the foundational, human touchpoints.

- Maureen Blandford, CMO at Software Improvement Group

Technologies:

Trend 2: It is all about your customer’s journey

Source: Salesforce.comresearch

Some proof

• Knowing your buyer/customer centricmodels = success

• Develop buyer personas, customer journey map

• Technology can help identify touch points and optimize performance

spotONtake

We look to experiences and reviews of others. It will become more and more important that we get customers to review and advocate for us.

– Meagen Eisenberg, CMO at MongoDB

Technologies:

Trend 3: Customer advocacy: “without your customers, you are nothing and you have nothing”

Some proof

• Focus customer advocacy programmes grow• Budget spent on customer marketing

programmes will grow in 2017

spotONtakespotONtake

In the coming year, alignment between marketing and sales will become increasingly important as sales begins to use artificial intelligence platforms to better understand how their buyers have interacted with marketing.

- Steve Woods, CTO at Nudge Software Inc. and co-founder of Eloqua

Technologies:

Trend 4: Sales enablement becomes an integral part of marketing

• Aligning sales & marketing offers great reward

• Must become a day-to-daypractice

• Faster revenue & profit growth

spotONtake

People always believed that there is a fuzzy area called ‘marketing’ and that it can’t be measured. Now we believe that it is very measurable and you must measure it.

- Leslie Cocco Alore, Director of Global Marketing Operations & Automation at Iron Mountain

Technologies:

Trend 5: The importance of accountability

• Holistic approach to marketing performance management (MPM)

• Start with understanding the role of marketing• Create closed-loop approach to measuring

spotOntakespotONtake

I think one-to-one personalisationis a big challenge. It is not because I think technology isn’t capable, I thinkcompanies don’t have enough gooddata and qualified content to get sospecific in their segmentation.

- Scott Brinker, CTO and co-founder at Ion Interactive and editor of chiefmartec.com

Technologies:

Trend 6: Personalisation is key to better engagement

General Data Protection Regulation – Are you ready?

• Personalisation starts with understanding yourbuyers and their needs

• Strategically integrated in business

spotONtake

I see there is an increasing focus on optimisation, so let’s take things out of the marketing portfolio that don’t make revenue. It is about optimisation, about targeting, it’s about proving the ROI.

– Adam Needles, Chief Strategy Officer and Principal at ANNUITAS

Technologies:

Trend 7: Engage and convert

Trend 7: Engage and convert

• Invest in website optimalisation andconversion

• Interactive / visual / gated content• Personalised web pages

spotONtake

Overview trends

1. Account-based marketing (ABM)2. Customer Journey3. Customer Advocacy4. Sales Enablement5. Accountability6. Personalisation7. Engage and Convert

Recap

1. Start with the basics: customer insights, data quality and solid strategy

2. Think about an integrated approach3. Design your marketing technology stack

for change

Download Beyond the Hype at www.spotonvision.com/resources