2017年B2B营销趋势和技术指南（英文版）_36页_3mb

报告摘要

2017 B2B Sales & Marketing Trends and Tech Guide Summary

Core Content

This document provides a comprehensive overview of key trends and technologies in the B2B sales and marketing space for 2017. It focuses on three main areas: Managing Millennials, Account-Based Marketing & Sales Strategies Come of Age, and The New CMO. The guide aims to help B2B leaders make informed technology purchase decisions by aligning business needs with appropriate tools.

Main Viewpoints

1. Managing Millennials

Millennials are now the largest portion of the American workforce, with one in three being a millennial.
They have different expectations from previous generations, including a preference for collaboration, transparency, and visual communication.
They are more likely to value teamwork, community, and feedback in the workplace.
Modern tools like Slack, Trello, and Asana are preferred by millennial teams for their open, collaborative, and visually engaging features.

2. Account-Based Marketing & Sales Strategies Come of Age

Account-based strategies are becoming more mainstream in B2B marketing and sales.
These strategies allow for personalized messaging, shorter sales cycles, and better cross-departmental alignment.
They are particularly effective for targeting complex accounts with multiple decision makers.
Tools like LeadGenius, DiscoverOrg, and ZenProspect are highlighted for their ability to support ABM efforts through data-driven insights, lead generation, and automation.

3. The New CMO

The role of the CMO is evolving to include revenue generation, marketing operations, and data-driven decision making.
CMOs are expected to manage full-funnel marketing teams and have strong analytical and technical skills.
They need tools that allow for real-time analytics, segmentation, and marketing automation.
Platforms like Marketo, HubSpot, and Pardot are recommended for their comprehensive features and ease of integration.

Key Information

Tools and Their Best Use Cases

Tool	Best For	Cost	Key Features
Prezi Business	Businesses wanting engaging presentations and analytics	$-$$$	Zoomable canvas, real-time analytics, personalized content delivery
Ambition	Growth, mid-market, and enterprise front office teams	$S-$$$	Performance tracking, team visibility, goal setting, and recognition
LeadGenius	Sales and marketing teams needing ABM alignment	$$-$$$	Lead pruning, stakeholder discovery, A/B testing, unlimited users
DiscoverOrg	Mid-market and enterprise teams with complex deals	$$$$-$$$	Full contact lists, auto-updating CRM data, competitor insights
Datanyze	Sales organizations needing competitive intelligence	$$-$$$	Hyper-targeted data, competitor analysis, lead scoring
DataFox	Sales and marketing teams with data issues	$	Data quality assessment, targeted account discovery, Company Signals feature
ZenProspect	B2B sales and marketing teams with outbound campaigns	$$-$$$	Sales intelligence, automation, segmentation, A/B testing
LeanData	Sales organizations needing lead management	$	Lead routing, workflow tracking, real-time reporting
InsideView	Account-based teams with complex sales cycles	$S-$$$	Target intelligence, social insights, network visibility
Engagio	Companies running account-based strategies	$S-$$$	Account-centric analytics, orchestrated outbound interactions
Terminus	Entry-level ABM teams using Salesforce	$$-$$$	3-step simplicity, lead scoring, campaign management
Marketo	Experienced marketing automation users	$$$$-$$$	Full marketing automation suite, lead scoring, analytics
HubSpot	Marketing and sales teams starting or improving their strategy	$-$$$	Content marketing, marketing automation, inbound tools, educational resources
Oracle Eloqua	Large marketing teams with complex operations	$$$$$	Enterprise-grade platform, advanced analytics, digital marketing expertise
Pardot	Mid-market and enterprise teams using Salesforce	$$-$$$	Inbound lead generation, outbound nurturing, sales-marketing alignment
Act-On	Growing businesses prioritizing customer satisfaction	$$$-$$$	Low ramp time, affordable pricing, marketing automation
MailChimp	Marketing teams with limited automation and budget	$-$$$	Email templates, drag-and-drop builder, mass distribution, analytics
Emma	Sophisticated marketing teams with dedicated email roles	$$-$$$	Granular email automation, advanced segmentation, design and reporting tools
SumoMe	Small to mid-market businesses with limited budgets	$-$$$	Affordable landing page optimization, A/B testing, conversion tracking
Optimizely	Marketing leaders with high ICP variation	$$$-$$$	Website optimization, A/B testing, conversion analytics, traffic flow
Unbounce	Marketing leaders aiming to increase inbound leads	$S-$$$	Landing page creation, A/B testing, analytics, self-serve hosted sites
Hootsuite	Experienced social media users	$-$$$	Social media scheduling, keyword tracking, ROI measurement, share of voice
Buffer	Companies with a strong social presence	$-$$$	Intuitive scheduling, publishing, and analytics across social platforms
Sprout Social	SMBs and mid-market companies with unique content and younger buyers	$-$$$	Social media management, content amplification, analytics across multiple channels
Canva	Companies with limited design resources	$	Pre-made templates, user-friendly design, brand and sales material creation
Infogram	Companies needing professional visuals	$-$$$	Quick and easy visual content creation, ideal for closing larger deals

Conclusion

The guide emphasizes the importance of selecting the right tools to meet the evolving needs of B2B teams, particularly those involving millennial workforce dynamics, account-based strategies, and data-driven marketing leadership. It provides a detailed analysis of the trends, needs, and tool recommendations to help businesses make strategic technology investments.

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