When B2B marketers are ready to develop a new marketing strategy, their staffers are likely searching online for details about new formats. These marketing experts might also be searching for statistics on the success rates their competitors have had with various ad campaigns. If we could watch the kinds of searching B2B marketers do, we might also be able to predict, in real-time, which topics are on their minds. That kind of thinking is behind the Top 10 Marketing Trends for 2017: An Intent Monitoring Study recently released by True Influence.
True Influence analysts measured search activity performed by B2B marketers from November 15 to December 15, 2016. These analysts compared the search results to baseline activity they had established for B2B marketers, nationwide, over a 2-year period. For 2017, we can expect the following marketing tactics to be the biggest focus:
- Email marketing
- Online video marketing
- Marketing management software
B2B operators, in the coming year, are showing less interest in social marketing and account-based marketing. At the same time, email remains in the mix despite being an ‘older’ form of digital marketing. Email marketing has consistently proved to be affordable and easily customizable, details that deliver results and ROI for businesses.
While video marketing may be expensive to implement, the format is delivering results. True Influence analysts report that marketers can experience an 80% increase in conversion rates when they add video to their website landing page. Marketers can also trace the presence of online video to “improved SEO…higher retention rates…better email CTRs.”
Marketing automation is also high on the list for B2B operators. These tools allow businesses to manage their email campaigns, track leads, and systematically create touch points through the sales cycle with prospects and the life cycle with existing customers.
If you’re working with B2B operators this year, make sure you’re talking about the marketing formats they’re most interested in.