B2B Marketing & Sales, Forrester's Predictions for 2019
Posted: Mon Dec 09, 2024 6:56 am
B2B Marketing is constantly evolving and 2019 poses new and important challenges to Chief Marketing Officers , who have now assumed a leading role in designing the entire purchasing experience of buyers. The challenge for marketers is ambitious: not only are they called upon to create a solid base of information on purchasing behaviors starting from data analysis, but then, on these foundations, they must design an engagement strategy that harmoniously includes both digital and personal interactions. Change is rapid, and goes hand in hand with the development of increasingly powerful technological platforms, available as-a-service, and which have now become essential for achieving results. MarTech ( Marketing Technologies ) are now the linchpin of B2B Marketing strategies for engaging buyers along the entire “ customer journey ”, so much so that the single marketing campaign is almost an outdated concept, at least for the most innovative CMOs of large australia telegram Users mobile Phone Number list global corporations. In their recent report B2B Marketing & Sales, predictions 2019, Forrester analysts speak of “full life-cycle marketing”.
4 Predictions for B2B Marketing in 2019
Here are Forrester’s top 4 predictions for 2019 for B2B CMOs.
More than 70% of B2B marketers will choose CDPs ( Customer Data Platforms ) instead of data lakes. It's about, beyond technology, refining the strategy for managing customer data by overcoming the frustrating division into silos. Adopting a CDP means having an integrated view of the different data sources.
Over 20% of marketing platforms will use artificial intelligence to improve engagement. AI will be integrated into marketing automation and orchestration tools, while it is already widely used for programmatic advertising buying.
A third of marketers will run ABM ( Account-Based Marketing ) campaigns using Marketing Automation platforms . ABM, increasingly used as a B2B Marketing strategy, will no longer be managed separately, but integrated into the platforms, which have now made these specific features available.
Closed buyer communities will be back in vogue. According to Forrester, “ customer advocacy ” (literally advocacy, that is, the public approval by customers towards a certain solution or supplier) is having a moment of glory, and consequently platforms that allow opinions and reviews to be shared among peers will play an increasingly important role. The advice for marketers is to consider “advocacy” in their programs.
4 Predictions for B2B Marketing in 2019
Here are Forrester’s top 4 predictions for 2019 for B2B CMOs.
More than 70% of B2B marketers will choose CDPs ( Customer Data Platforms ) instead of data lakes. It's about, beyond technology, refining the strategy for managing customer data by overcoming the frustrating division into silos. Adopting a CDP means having an integrated view of the different data sources.
Over 20% of marketing platforms will use artificial intelligence to improve engagement. AI will be integrated into marketing automation and orchestration tools, while it is already widely used for programmatic advertising buying.
A third of marketers will run ABM ( Account-Based Marketing ) campaigns using Marketing Automation platforms . ABM, increasingly used as a B2B Marketing strategy, will no longer be managed separately, but integrated into the platforms, which have now made these specific features available.
Closed buyer communities will be back in vogue. According to Forrester, “ customer advocacy ” (literally advocacy, that is, the public approval by customers towards a certain solution or supplier) is having a moment of glory, and consequently platforms that allow opinions and reviews to be shared among peers will play an increasingly important role. The advice for marketers is to consider “advocacy” in their programs.