Forecasting the future is a dangerous but irresistible practice for observers like myself. So let me plunge ahead with seven bets on likely new developments in the world of B2B marketing.
Just don’t look at my predictions from last year to check my record for accuracy, please.
“My crystal ball is on backorder,” as B2B database expert Bernice Grossman is fond of saying.
This year, my predictions range from retention to robots. I welcome your feedback!
A Move from the ‘Funnel’ to the ‘Relationship’
B2B marketers are expanding their roles from just cranking out lead generation campaigns to stepping in as managers of the prospect and customer relationship, in partnership with their sales counterparts. As business buying becomes more complex, with larger buying groups and longer buy cycles, marketers will continue to embrace the contributions they can make in market coverage, sales enablement, and ABM.
Voice Search Takes Hold…
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