What we can expect in 2017 about the marketing priorities in the B2B tech market around the world. Thoughts and Hot-Topics.

1. 6 marketing
hot topics in 2017
by Vladimir alem
December 2017

2. Great expectations we always presume, but as a marketer, the big concern
is… how to measure the real impact of our marketing efforts… and this stills
the most important question for years. Remembering a very popular quote:
we can’t improve we can’t measure.
In the marketing context, especially with an explosion of investments in
digital marketing, we no longer lack tools to automate different marketing
disciplines, besides email marketing, personalized advertising, account-
based marketing, marketing analytics, planning and many many others.

3. …what is observed, especially among some small and many medium-sized
companies, is a total abstraction of the existence of these technologies to
support marketing initiatives to leverage their growth potential.
On one hand, due to the costs of these solutions, on the other, and much
more serious, due to a lack of internal knowledge about marketing
techniques and technologies, and even having both, a third situation
appears whereby the complexity of operating them with an end-to-end
approach over a single marketing platform.

4. With eyes on this scenario, how can we keep the adoption of these
techniques and technologies simple and feasible?
Yes, tech-solutions matter, but first plan your marketing efforts linking
each activity with one or more objectives that you have defined, secondly,
learn more and go deeper to understand your buyers’ behaviors, already
aligned with your value proposition. Remember, these 3 aspects will work as
a core foundation of your business.
In the next slides some helpful hot topics that will help you think about how
to improve your marketing effectiveness…

5. 1.
Agile marketing
a new approach is necessary in the new marketing
real world and the agile methodology is in every part
showing that it can greatly contribute to achieving
better and faster results.

6. 2.
Go-to-market
if your business model considers partners,
extend to them techniques and technologies to
leverage their (your) potential.

7. 3.
Marketing technologies
there is an explosion of options to help you to
improve your processes and turn your marketing
more cost-effective, disciplined and measurable. You
probably don’t need a complete Marketing
Automation Platform to start, but understanding
more about these will bring some good insights.

8. ABM is not just for big companies anymore or
just to engage, but rather much more about
building an authentic connection between you
and your customers and reestablishing a real
engagement strategy among sales and
marketing.
4.
Account-Based
Marketing

9. 5.
Engage, Nurture and
Advocate
these three processes should be working
together in your action plan and especially in
the way you are approaching the buyer-
personas.

10. multiple approaches synced with multiple
devices will be mandatory to guarantee
effectiveness in your content and digital
marketing strategy and also field activities.
But remember to avoid to flood with content
and overwhelm your buyer-personas.
6.
Mobile matters

11. Finally, along the last 20 years what was
more effective for me was to keep always
every marketing program SMART + A
(Specific | Measurable | Attainable-Relevant
| Time based + Accountable).
Along the next coming weeks I’ll be posting
my view about each of these topics.
Excellent marketing insights in 2017.
Happy holidays!

12. Thanks!I am VladimirAlem
Marketing Leader with an extensive international experience working with global
corporations and startups.
You can find more about me at https://www.linkedin.com/in/vladimiralem