3 B-to-B Marketing Trends for 2015
One group often overlooked in the glut of yearly forecasts is B-to-B marketers. The group needs special tips all its own, according to Wilton, Conn.-based SiriusDecisions, a B-to-B research and advisory firm.
After all, "it may be B-to-B, but it's still people to people," says Ruth J. Morrison, CEO and founder of What's The 411 Networks. Morrison uttered that phrase on Nov. 11 at the B-to-B roundtable hosted by Target Marketing at The Union League Club of New York.
SiriusDecisions shared these 2015 B-to-B marketing tips with Target Marketing:
1. The Data Fixation Grows: The digital buyer's journey is expected to play an even bigger role next year, creating an urgent need for more marketers with backgrounds in statistics, says John Neeson, managing director and co-founder. Organizations will be investing in bolstering their marketing operations infrastructure to prepare for current and future data needs, and hire capable people to run that infrastructure, he says.
2. Changing Role of the CMO: Historically, CMOs weren't invited to the annual C-suite gathering for developing the five-year plan and setting specifics for the next year, says Jay Gaines, VP and group director. Although many now have a seat at the table, they must continue to prove marketing's value in terms of its impact on sales—stating specific points and avoiding use of "marketing speak," he says.
3. Digital Marketing Divide Is Closing: Increasingly, it's becoming less and less of a separate realm of marketing, but rather an approach—one that focuses on integrating digital and non-digital activities, creating and providing a seamless and targeted user experiences, and delivering consistent and mutually supporting marketing across multiple channels, says Gaines. Marketers who consider themselves digital will be striving to connect and integrate their efforts with the totality of their company's marketing efforts, he says.