This is Matt Heinz, President of Heinz Marketing, and these are my B2B marketing predictions for 2015. The rise of predictive analytics It’s one thing to measure what people have already done on your website and with your content – it’s a whole other thing to mine the data available about those individuals across the web. I believe that marketing organizations will take greater advantage of the massive amount of data available to them about their customers to understand not just what customers have done, but what customers and prospects are about to do and most likely to do next to help put the right content in front of the right prospect at the right time – accelerating the impact of their marketing. There will be more journalists than MBAs in marketing departments Marketing organizations for B2B companies have traditionally been made up of MBA graduates – and we’ll still see plenty of this. But increasingly moving forward, marketing organizations will be filled with former journalists – men and women that are trained to tell the story. As content marketing expands in importance for organizations across the sales funnel, and from lead-generation to lead-management to sales-enablement, we’ll see people that are trained storytelling, trained in creating stories that engage and compel and drive action among customers. Those individuals and the skill-sets will become far more important in marketing organizations over the next couple of years. The formalization of the sales-enablement function If you think about the traditional definition of sales-enablement, it has typically been an administrative-level individual in the sales organization providing support to the sales team. I believe sales-enablement in 2015 will be overly managed by the marketing department and will be full of tools, content, processes that help the sales team be more effective with the prospects they have, be more effective with the leads they’re given, and provide the right content in the right context in front of each prospect in the pipeline – increasing volume, velocity, and conversions in their sales pipeline.

1.  Top 3 Marketing Predictions for 2015
Matt Heinz
President of Heinz Marketing

2. 1
“ The rise of predictive analytics

3. The rise of predictive analytics
 Predictive analytics enables the
mining of customer data across the
web – not simply actions taken on
your website.
 Marketing organizations will use
predictive analytics to better
understand future actions of
customers and prospects.
 This accelerates marketing impact
by putting the right content in front
of the right prospect at the right
time.
1

4. “ There will be more
journalists than MBAs in
marketing departments
2

5. There will be more journalists than MBAs in
marketing departments
 Moving forward, marketing
organizations will be filled by former
journalists trained in story-telling.
 As content marketing expands in
importance, so does the importance
of story-telling across the sales
funnel.
 Journalism skills will become far
more important in marketing
organizations over the next couple of
years.
2

6. “ The formalization of the
sales-enablement function
3

7. The formalization of the sales-enablement
function
 Traditional sales-enablement is an
individual in the sales organization
providing support to the sales team.
 Moving forward into 2015, sales-enablement
will begin to be managed
by marketing departments.
 Sales-enablement should be full of
tools, content, and processes that
improve sales effectiveness.
3

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