Voorspellingen B2B marketing voor 2011: social, respect en.. de iPad?
De echte voorspellingen voor B2B marketeers komen uit de VS. Voorspellingen als de kansen die de iPad biedt, het merk is terug en het respect is terug in de zakelijke relatie. Klik door voor meer voorspellingen op gebied van B2B:
- Marketing automation and automated lead nurturing will become a foundational B2B marketing activity as we are expected to accelerate deals through our funnels.
- Customer satisfaction, loyalty and retention re-emerge as key metrics B2B marketers will use to measure the performance of their holistic marketing programs.
- Attribution modeling will become a hot topic as digital marketers begin to understand and recognize the real cost of the “last click” problem where results of marketing activities are tied to the last tactic a lead touched.
- Marketing and sales alignment continues to be the #1 issue impeding marketing’s ability to be perceived as a major driver of B2B business value.
- The quality vs. quantity of leads debate will rage on. (Hint: you have to do both).
- The ROI of social media programs will continue to be challenged by some executives. Too many marketers and business executives still question the value of social media (mostly in private). While the rest of us catch on to what works.
- Inbound marketing spend will grab more share of the marketing budget but will stay far from a majority in most B2B companies.
- The shortage of digital marketing talent will create a seller’s market for online, search and social marketers.
- Display media experiences a resurgence as advanced targeting, re-targeting and behavioral methods allow marketers to demonstrate real value in display.
- The brand is back, baby! We will remember that results improve when we balance awareness activity on top of effective consideration techniques and pay-for-performance demand generation.
- Colleagues and managers will start to treat their fellow employees with a little more respect as the economy turns around. We will re-discover that happy employees create loyal and satisfied customers who in turn improve profit margins. (I wanted to stop at 11, but there’s more)
- From the fading influence of newspapers for world news to newsletters for company news, traditional communication including email will have a tough time competing with the amazing rise of mobile devices usage for web surfing, texting and micro-blogging for consumer attention.
- The iPad and possibly other tablets will start to make laptops look soooo 2000-singles as more and more move 100% of their digital work and personal lives to these devices.
