To help B2B marketers prepare for what the future holds, columnist John Steinert lays out three trends you should keep top of mind in the coming year.
My overarching prediction for 2018 is that more and more B2B marketers will stop hiding behind vanity metrics like click-through rates and low-cost leads and finally get down to the business of driving real business impact. I say this because I’ve already observed it happening in spades with our own clients.
More than ever before, we’re seeing our clients’ sales teams looking to marketing as a key collaborator. And marketing is responding by focusing more and more on what sales really needs: account-based insights and buying-center-focused support. Over the next year, I think my prediction will become exceedingly visible in three specific areas:
1. Investment will double down on solving root cause issues
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
John Steinert is the CMO of TechTarget, where he helps bring the power of purchase intent-driven marketing and sales services to technology companies. Having spent most of his career in B2B and tech, John has earned a notable reputation by helping build business for global leaders like Dell, IBM, Pitney Bowes and SAP – as well as for fast-growth, emerging players. He’s passionate about quality content, continuously improving processes and driving meaningful business results.
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