#1 Content marketing will become more sophisticated
B2B marketers will put their knowledge of the buyer's journey into action and shift from generalized content creation to developing journey-based strategies where content is mapped to each stage.
#2 Marketing will become moredata-driven and personalized
Marketer's cite that better data–as well as personalized messaging–will play a key role to ensure the right content reaches the right people and creates more authentic engagement.
B2B Marketing Trends Report
#3 Measurement gets closer to single view of user
Demand for data that integrates into large enterprise systems will be expected as will more technologies to provide a single view of a customer. What marketers measure, however, will continue to evolve. Easier-to-measure tactics are proving their returns on investment and receiving increased funding.
- 50%+ of B2B marketers experience challenges in measuring the success of their content marketing programs.
Top verticals that rely on content marketing:
2018 enterprise marketers outlook:
Marketers at enterprise companies top tactics to engage decision makers:
Top content marketing challenge:
About the Informa Engage: 2017 B2B Marketing Trends Survey
The inaugural launch of the survey was conducted among the Informa Engage brand audiences. The annual survey was fielded online with the objective of identifying key trends, insights and analysis of the B2B marketing landscape to better understand the challenges and priorities in the year ahead. The online survey data was collected August 1 through September 7, 2017. The methodology, data collection and analysis were performed by Informa Engage and conforms to accepted marketing research methods, practices and procedures.
About Informa Engage
We connect marketers with B2B decision makers. By combining unrivaled reach, deep knowledge of specialist markets and sophisticated marketing, we engage buyers – activating real results for marketers.