What does 2016 hold for B2B marketing?

December 18, 2015

It’s that time of year where everyone is gazing into their crystal balls, trying to get an idea of the themes and trends that are likely to emerge over the coming 12 months. In the B2B marketing space, there are always plenty of pulses for us to keep our fingers on – and here are just a few of them, according to an interesting piece on Information Age

  • The roles are increasingly blurring between marketing and sales. I love this line: “Salespeople are creeping up the funnel, while marketers are creeping down”. For instance, salespeople are now turning to email marketing tools to perform tasks like sending personalised 1:1 emails, rather than generic newsletters.
  • In 2016 the role of marketing will evolve, and we could witness more CMOs begin to share responsibility for revenue with their colleagues over in sales.
  • Predictive analytics in marketing is on the rise – there’s at least $242 million worth of funding for startups that develop this new tech.
  • Sales will become more and more automated, but rather than just providing a load of data for businesses to wade through, predictive platforms will be able to offer dynamic recommendations.
  • Sales and marketing vendors like Salesforce will snap up niche startups to help build up their predictive intelligence offering. There was a lot of it going on this year, so we’re bound to see more of this in 2016.

Is there anything else you have seen that we will all need to be aware of for 2016?

Jessica Ellis - Business Development Director