2017年B2B营销趋势和技术指南_38页-3mb

2017 B2B Sales & Marketing Trends and Tech Guide Summary

Core Content Overview

This document provides an in-depth analysis of key trends and technologies shaping the B2B sales and marketing landscape in 2017. It covers topics such as managing Millennials, the rise of Account-Based Marketing (ABM), and the evolving role of the Chief Marketing Officer (CMO). The guide also recommends various tools to address these trends and needs effectively.

Main Trends and Key Insights

1. Managing Millennials

• Trend: Millennials now make up the largest portion of the American workforce, bringing new expectations to the workplace.
• Expectations:
  • Visually driven: 80% of people remember what they see, compared to 20% who remember what they read.
  • Collaborative: 88% prefer a collaborative environment over a competitive one.
  • Feedback-oriented: 79% want their boss to act as a coach or mentor.
• Tools:
  • Communication tools: Slack, Trello, Asana, Breeze, Basecamp
  • Transparency tools: G Suite, Dropbox, Evernote, Quip
  • Visualization tools: Prezi, Box, ZenProspect

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

• Trend: ABM has matured and is now a core strategy for B2B companies, impacting multiple departments including marketing, sales, and customer success.
• Benefits:
  • Shortens the buying cycle
  • Increases lead-to-opportunity conversion
  • Reduces Customer Acquisition Cost (CAC)
  • Decreases churn
• Tools:
  • LeadGenius: Helps prune prospects, cultivate customers, and scale campaigns
  • DiscoverOrg: Offers full contact lists and real-time updates
  • Datanyze: Provides competitor analysis and prospect vetting
  • DataFox: Enhances data quality and provides insights
  • ZenProspect: Combines sales intelligence and automation
  • LeanData: Focuses on lead management with self-serve interfaces
  • InsideView: Offers targeting intelligence and social insights
  • Engagio: Enables account-centric analytics and orchestrated outbound interactions
  • Terminus: Simplifies ABM for Salesforce users
  • Demandbase: Comprehensive ABM platform with account targeting, advertising, and funnel analysis

3. The New CMO

• Trend: The CMO's role is expanding to include full-funnel marketing, customer success, and data-driven decision-making.
• Key Needs:
  • Optimize marketing-sales alignment
  • Improve pipeline performance reporting
  • Supply sales with educational content
  • Manage full-funnel marketing teams
• Tools:
  • Marketo: Comprehensive marketing automation for complex sales cycles
  • HubSpot: All-in-one marketing and sales platform
  • Oracle Eloqua: Enterprise-grade marketing automation for large teams
  • Pardot: Salesforce-integrated marketing automation
  • Act-On: Affordable marketing automation with fast ramp time
  • MailChimp: Lightweight email marketing for small to mid-market businesses
  • Emma: Advanced email automation for sophisticated teams
  • SumoMe: Affordable website enhancer for small businesses
  • Optimizely: Website optimization with A/B testing and analytics
  • Unbounce: Landing page creation and optimization
  • Hootsuite: Social media management and analytics
  • Buffer: Intuitive social media publishing and scheduling
  • Sprout Social: Social media amplification for SMBs and mid-market companies
  • Canva: User-friendly design platform for creating marketing assets
  • Infogram: Visual storytelling tool for professional visuals

Key Information

• The document highlights the importance of aligning sales and marketing efforts, leveraging technology for personalization, and adapting to the expectations of the modern workforce.
• It emphasizes the need for tools that support collaboration, transparency, and data-driven insights across all departments.
• The recommended tools span various budget sizes and serve different functions, from basic communication to advanced marketing automation and sales intelligence.
• The guide is a resource for leaders in B2B sales, marketing, customer support, and operations to evaluate and select the right technologies for their business needs.