Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
B2B Marketing: What the Organization of 2017 Will Look Like
Posted on January 19th 2013
Hard to say what will really happen for B2B marketers in five years, but based on the evolution of world-class B2B marketing organizations now, as well as where they’re likely headed, here’s what I believe those same market-leading marketing groups will exhibit in 2017.
1. B2B marketing will own inside sales
This is starting to happen now, and will continue to be controversial, but marketing’s increased revenue responsibility plus sales’s interest in focusing more on qualified, near-term sales opportunities will accelerate this shift. B2B Marketing departments may struggle with this new skill set eventually, but it’s the right move and will work out for all parties in the end.
2. Many B2B marketing leaders will have no marketing background
Marketing, meet Moneyball. Metrics-driven, statistically-comfortable managers will begin working their way up through marketing organizations – leading the charge of a new breed of “math marketers” who will begin to dominate the fastest-growing, most profitable B2B companies in the next five years. Analytical skills are already dominating fields such as media-buying, paid and natural search, and more. This trend will accelerate.
3. Marketers will be measured, and paid, on sales & revenue impact
Revenue responsibility is a start, but to complete sales & marketing alignment, their compensation needs to also be on the line. This doesn’t mean the CMO will be a commission-only position. But it does mean that partial compensation (bonuses, stock options, etc.) will be tied directly to measured revenue contribution.
4. Tech, by far, will outweigh media as an expenditure
Gartner has already predicted this as a measure of what CMOs spend vs. CTOs in the next 3-5 years, but that prediction only compares who spends the most on technology. In a world where marketers today throw buckets of cash at third-party advertising platforms, increasingly those dollars will be spent on technology (and to an extent content) that leverages natural customer intent, inbound traffic and existing prospect & customer relationships to drive revenue and lifetime value.
5. More creative will be outsourced
Creative needs are getting more and more complex, which makes it increasingly difficult to have an in-house creative team that can do everything – online and offline, content for white papers and blogs and video, etc. Enterprise B2B marketing organizations may still be able to afford the whole stable, but smaller organizations will increasingly outsource creative needs to specialists – as needed.
6. Marketing will coordinate and direct, not own, the brand
This horse is out of the barn, but not everyone knows and appreciates it yet. Marketers haven’t been in control of their brands for years, but world-class B2B organizations will re-think their brand strategies by 2017 such that they’re guiding and coordinating what internal and external groups are doing, saying and being rewarded for.
7. Content development will be at least half of the staff
Already massively important, differentiating and action-inducing content (plus technology) will be the lifeblood of B2B marketing organizations. Expect at least half of a world-class marketing organization’s resources (people, dollars, technology) to be devoted to or related to content marketing.
8. Lines between B2B marketing, sales & customer service will continue to blur
We live in a customer-centric world, one that’s impossible to manage and monetize without having an integrated strategy between all internal, customer-facing groups. I’m not exactly sure who runs this coordinated group, nor do I think that’s necessarily the right question. But without question, these three groups in particular will need to act as one coordinated body to maximize sales & lifetime value for their companies.