Navigating the rise of technology in construction
In this article we’ll dive into the booming world of smart construction technology, exploring the innovations driving the change and what the future looks like for the industry.
What’s in store for B2B Marketing in 2017?
Bryan James, Clear B2B’s Creative Director, recently attended the BMC Converge industry event in London, where key trends for B2B marketing in 2017 were debated. The panel, led by industry experts including David Burnand from Adobe and Vicki Scheele from Pay4Later, looked at some of the shifts that have been taking place, what lies ahead, and what they would like to see in B2B Marketing in 2017. Here, Bryan shares some of his key out-takes.
Better collaboration between sales and marketing
Whilst this is not a new subject, two things are really driving the need for Sales and Marketing to work together more closely – changes in customers’ buying patterns, and the requirement for outstanding customer experience.
In recent times there has been a shift in buying behavior with customers getting further and further through the buying journey before engaging with sales staff. It is therefore vital that customers have access to relevant information and high quality materials to influence and inform their decision making at an early stage.
Sales and marketing will no longer be able to operate as separate competing entities. Marketing will need to support sales with innovative ideas and a combination of digital and off-line assets, while sales will need to help marketing with true insights into the day to day customer, to help marketing be as effective as it can be.
The need for outstanding customer experience (CX)
In the last few years, as digital capabilities and interactivity have reached new levels, the quality of customer experience in B2C marketing has risen dramatically and high standards are now the norm. David Burnand (Adobe) made the point that B2B marketers now need to raise their game to match the best standards in consumer marketing, in order to cut through and resonate with customers.
As already mentioned, consumers are owning more of the buying journey. Clients’ products and services are also becoming increasingly commoditised, making it hard for businesses to differentiate themselves. To meet these challenges businesses need to really stand out with high quality customer experience and a unique brand personality. This means every touch point that the customer has with the company needs to be positive. The whole company needs to live its brand values in a very practical and real way, something which may require companies to nurture cultural change from within and invest more in internal communications.
Today’s demanding and empowered customers are challenging B2B companies to deliver stand-out, brand-defining customer experience. Providing an excellent customer experience is no longer optional for B2B brands – it’s a commercial necessity, and fundamental for marketing and business success.
Why data is not always the answer
The vast amount of data that B2B Marketers have is undoubtedly valuable when it comes to creating campaigns. Data allows marketers to interpret and predict behavior using facts, not guesswork. It provides evidence of ROI, which allows marketers to justify decisions. However, it is easy to get bogged down in data and this can lead to repetitive, safe marketing campaigns.
Beyond what we know, there is something we could try. Sometimes we are afraid to try something new, because we don’t have the data to support it. But by playing safe, we may be missing out on something new which could potentially be a massive success.
I think in 2017 we should be brave, step out from under the data safety-blanket and try new things. Whilst it is tempting to batten down the hatches in uncertain times, innovation will be key for those companies who want to position themselves as one step ahead.
Taking advantage of new world orders
With Brexit, impending EU elections and the Trump effect, along with other new world orders, there will be many business challenges thrown up in 2017 in the wider environment.
Naturally, the world of B2B is not immune to these changes and marketers must adapt their thinking and activities accordingly and carefully calculate when to stick to existing plans and when to be cautious.
More importantly though, there will also be opportunities. As the landscape shifts, sectors and markets will morph, creating new avenues to explore, new propositions to create, and new insights to acquire and leverage. Things that worked in the past might not work tomorrow.
For 2017, I genuinely believe clients with a clear vision and strategy, who are also prepared to seize the day will win out. I for one, along with all my agency colleagues at Clear B2B, am excited and looking forward to helping our clients thrive next year and beyond.
If you would like to discuss your 2017 marketing approach, call us on +44 1285 626000 or email r.arquati@clearb2b.com.
Sign up for industry updates straight to your inbox
Subscribe 
Back to all news & views here
Other most recent stories
Maximising Speaker Slots at Trade Shows: A Comprehensive Guide
Learn how to use presentation opportunities as an effective lead-generation tool in your trade show activity.
Essentials to know about a ‘single-minded proposition’
Great marketing success comes from keeping your communications focused, engaging and simple to ‘get’ - but that isn’t always so simple to achieve.
Navigating the alternative fuel pathways for fleet
With multiple types of technologies being considered, we bring you a snapshot of alternative fuels and review the most prominent pros and cons for each one.
