Folloze Provides 2017 Outlook on B2B Marketing & Sales Industry. PALO ALTO, Calif.--(BUSINESS WIRE)--Folloze, an Account Based Marketing (ABM) Sales Platform, today shared its 2017 outlook for the B2B marketing and sales industry. Buyers are the ones increasingly driving the process: they have access to immense amounts of information, which creates more pressure on sellers to deliver value. This is driving new approaches in sales and marketing tactics. Marketing is also facing increased pressure to directly impact revenue, and is being measured against stricter financial benchmarks each year. But with buyers getting content fatigue and traditional content marketing becoming less effective, companies are looking at approaches like Audience Marketing or Account Based Marketing to break through the noise and better tailor their outreach to specific prospects. The amount of information available to buyers is increasing, and as buyers are becoming more educated, they are now the ones driving the sales process. This means vendors have to become much more sophisticated, consultative and relevant in order to engage with their buyers. ABM will move from early adopters to mainstream ABM is to the marketing industry as “Big Data” was to the tech industry – it’s the buzzword everyone’s excited about, but most are still struggling with what it really means and how to implement it without bursting the budget or losing their current sales pipeline. *Source: Statistic Brain About Folloze Folloze is a provider of an innovative Account Based Marketing (ABM) Sales Platform, which enables B2B sales teams to use marketing techniques to engage, develop and win their top target accounts.
PALO ALTO, Calif.–(BUSINESS WIRE)–Folloze, an Account Based Marketing (ABM) Sales Platform, today shared its 2017 outlook for the B2B marketing and sales industry. According to recent research by McKinsey and The Corporate Executive Board, the B2B buying process is changing significantly. Buyers are the ones increasingly driving the process: they have access to immense amounts of information, which creates more pressure on sellers to deliver value. The process is also moving from linear to circular and complex, with more people and departments involved.
At the same time, vendors now have access to more detailed data about their audiences, from profile information to behavioral analytics, which allows them to better target their buyers and provide more relevant and valuable information. This is driving new approaches in sales and marketing tactics.
Marketing is also facing increased pressure to directly impact revenue, and is being measured against stricter financial benchmarks each year.
“The B2B marketing and sales industry is in transition,” said Etai Beck, CEO, Folloze. “The linear sales funnel model is dead, marketing is being asked to better support sales and revenue, and sales is looking for new tactics to provide value and engage with a buyer that is more informed yet less engaged than ever before. Sales and marketing have begun pivoting to adapt to all of these new realities, and throughout 2017, the trends that have started to emerge, such as Account Based Marketing, will crystalize.”
Folloze anticipates the following trends to take shape throughout next year:
1. Digital Marketing will be adopted by sales and be applied in more advanced stages of the buying cycle
Sales has realized that B2B buyers are receptive to information if the content being provided is relevant and uses rich media, or in other words, is easily consumable. Thus, the use of digital marketing – including digital assets – will play a much more significant role in driving sales priorities. For example, the creation of a digital campaign to drive a particular sales territory priority.
2. Short, easily consumable and rich content will win
With the increase in smartphone use and mobile content consumption, buyer attention spans are short – about 8 seconds to be exact.* The majority of people skim rather than read content, similar to window shopping rather than actually going into the store. This requires marketers to create or curate short, visual and compelling content that lets buyers browse through it, and as a result create powerful perception of the vendor and intrigues further communication, a trend that will…