Informa Engage Identifies the 3
Top Areas to Watch and the Key
B2B Marketing Trends in 2018

1.
Content marketing will become
more sophisticated
2.
Marketing will become more
data-driven and personalized
3.
Measurement gets closer to single
view of user
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#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.

70%
of B2B enterprise marketers use content marketing as their top solution today
45%
expect to see an increased investment in 2018

#2 Marketing will become more
data-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.

63%
of respondents said that audience quality is a critical consideration when selecting a media partner
46%
consider campaign performance and/or a proven ROI

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:

Technology - 80%
Industry & Infrastructure - 65%
Financial Services -61%

2018 enterprise marketers outlook:

45%
plan to increase their content marketing investment
42%
plan to increase social media spend

Marketers at enterprise companies top tactics to engage decision makers:

83%
events
72%
social media
68%
content marketing

Top content marketing challenge:

55%
measuring success/ROI

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.

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