We were recently asked where we thought B2B marketing would go in 2010. Made us think. So here are some predictions for the next year:
THE KIND-OF-OBVIOUS PREDICTIONS:
Content Marketing will go from strength to strength
It’s a buzzword but not a fad (because it works). But response rates will fall due to ‘mutton dressed as lamb’ eBooks.
Lead nurturing will ramp up
It should take off like a rocket but marketers are still scared of salespeople…
Marketers who get good at Google Analytics will get all the girls (or boys)
Analytics will move to the centre of the B2B marketing world
SOME LESS OBVIOUS CALLS:
Mobile marketing will make inroads in B2B
Not so much mobile web sites but useful apps. It’s time.
Vertical search will start to rattle Google’s cage
Unless they find a brilliant way to strengthen their vertical chops.
Top B2B companies will make content strategists the most important job in the team
As suggested in this recent post.
AND A FEW WE WISH WOULD COME TRUE:
‘Personal brand’ coaches will disappear up their own arses
Leaving nothing but a trail of tweets
There will be the first ever Marketing Awards Awards
With categories like ‘Best Trophy’, ‘Most Categories’ and ‘Most Poetic But Barely Edible Gala Menu‘
Sales and marketing folks will make peace
Valuing each others’ contribution and recognising the value of playing well with others
Everyone will have a Microsoft Windows 7 Party
With balloons and cake and hats and stuff.