Prezi: 2017 B2B Marketing Trends and Technical Guidelines Report

The latest 2017 B2B Marketing Trends and Technical Guide analyzes the latest B2B marketing trends and provides some tools for marketers to adapt to these trends.

Trend 1: manage the millennial generation

In 2015, the millennial generation surpassed the X generation and became the subject of American labor. Changes in demographic attributes determine changes in business and teamwork.

Millennial generation is visually driven, 80% of the millennials remember to see things, only 20% remember to read the content. The average span of the millennial generation is 8 seconds.

Millions of generations like collaboration, 88% of the millennials like the working environment.

The millennial wants to get feedback, and 79% of the millennials want leadership to provide more guidance or counseling.

Tools: Ambition, Slack, Google G Suite, Dropbox, Evernote, Basecamp,,, HipChat, Huddle, Trello, Asana,, Wrike.

Trend II: account-based marketing strategy era has arrived

Delivering personalized messages to multiple decision makers in a scalable way, and the number of people involved in large-scale technology purchases has grown to 5-7.

Shorten the sales cycle, most do not carry out ABM business sales and marketing cycle more than 120 days. Most of the companies that use ABM have a sales cycle of less than 90 days.

To maximize the income sector work, 91% of enterprises have ABM plan.

Tools: LeadGenius, Datanyze, DiscoverOrg, DataFox, ZenProspec, LeanData, Terminus, InsideView, Demandbase, Engagio.

Trend 3: New CMO

CMO's roles and responsibilities are evolving and have been extended to operations and revenue.

Optimize marketing and sales. After the optimization of the enterprise through marketing revenue growth of 208%.

Report channel performance, 68% of the B2B business did not determine the marketing funnel.

Through educational content to promote sales, 95% of consumers will choose to provide more content to help complete the purchase process to help the solution.

Management of the whole channel marketing team, 64% of the CMO did not have formal or no management marketing automation process.

Tools: Prezi Business, HubSpot, Marketo, Oracle Eloqua, Pardot, Emma, Act-On, SumoMe, Mailchimp, Optimizely, Unbounce, Sprout Social, Hootsuite, Canva, Buffer, Infogram, Screenflow.

Trend 4: Segment sales work

Simplify the sales process with data storage.

Coordination, communication and collaboration. Can not find or not use the network resources, resulting in missed 88% of sales opportunities.

By automating and concentrating on maximizing efficiency, only 33% of the internal sales representatives are actively promoting their products.

Converting data analysis into available insight, and only 44% of businesses are using the sales opportunity scoring system.

Tools: Ambition,, Salesforce, Base, Pipedrive, Yesware, HelloSign, GetAccept, DocuSign.

Trend 5: consumer experience - unified marketing and sales

Provide a coherent and interesting shopping process guide, 57% of the purchase process has been completed before negotiating sales with the purchaser.

Create a feedback process to communicate with customers, 91% of consumers who are dissatisfied with the goods or services, leaving 91% without any complaints and feedback.

The buyer into a repeat customer, publicity and channel partners, customer retention rate increased by 5%, profits increased by 25% to 95%.

Tools: LeadGenius, Front, Intercom, Talkdesk, Zendesk, Gainsight, Drift.

Trend 6: Personalization - from news to management

Looking for the wisdom of nearly 57% of B2B customers or potential customers that the sales team did not prepare for the first meeting.

Communicate with customers or prospective customers, personalize e-mail clickthrough rate by 14%, and 10% increase in conversion rate.

Employee income and management, after joining the new company, B2B sales representatives usually take nine months to adapt to the new environment.

Tools: Prezi Business, PersistIQ, Cirrus Insight, Groove, SendBloom, Zoom, GoToMeeting, BlueJeans, Vidyard,, Consensus, LearnCore, ExecVision,

Trend 7: Sturdy technical stack

Seamless integration and reporting, within 5 years, the marketing industry technology and solutions increased by 3400%.

Technology and staff investment doubled, 31.3% of enterprises in the past two years to achieve all or most of the sales effectiveness of the plan.

Inter-departmental communication and collaboration, and 59% of sales support programs include formal processes for cross-functional collaboration.

Tools: Ambition, LinkedIn Sales Navigator, Prezi Business, InfusionSoft, Zoho, Sendgrid, Segment, Autopilot, Calendly, Zapier, Docurated, Octiv, RingDNA, Troops.

Trend eight: credibility

Quick access to internal and external data, 84% of the marketing database is almost ineffective, 64% of the database lack of industry, revenue and employees and other basic data.

Using client data to integrate cross-channel data resources, 84% of B2B decision makers are recommended to start the purchase process.

Active and feasible insight, 74% of the marketers think that the quality of potential customers is better than the number, 59% of respondents believe that better database depth and accuracy is the primary task.

Tools: LeadGenius, RingLead, ZoomInfo, MatterMark, Hunter, Clearbit, Ghostery, Tableau, Qualtrics, Gooddata, Domo, Looker, Chartio, ClearSlide.

Trend 9: Machine Learning - Predictive Sales and Marketing

Potential customer ratings and prioritized, 61% of B2B marketers send all potential customers to sales, of which only 27% are qualified.

Data volume and quality, 40% of the chief marketing officer and 51% of the chief information officer that large data has become a customer-centric corporate culture an important factor.

The data is orderly and complete, with 24% representing only one-quarter of potential customer data being complete.

The dynamic, personalized consumer experience must be scalable, and the biggest challenge of personalization is quick insight (40%), possession of enough data (39%), and inaccurate data (38%). Those internal marketing staff who are realizing a personalized web experience have seen a 19% increase in sales.

Tools: Prezi Business, Infer, InsideSales, InsightSquared, Bizible, SalesWings, Owler, Charlie, Crystal, Nudge.

(Source: 199IT; Editor: Free Paper Download Center)

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