This document discusses 7 key marketing technology trends for 2017: 1) Account-based marketing becoming a business strategy rather than just a technology, 2) Focusing on optimizing the customer journey, 3) Increasing importance of customer advocacy, 4) Closer alignment between sales and marketing, 5) Increased focus on marketing accountability and measurement, 6) Personalization being key to better engagement, 7) Optimizing efforts to engage and convert visitors. It provides perspectives from industry experts on each trend and recommends marketers focus on fundamentals like customer insights as well as taking an integrated approach to maximize results from emerging technologies.

1. Shimon Ben-­Ayoun
shimon@spotonvision.com

2. Fantasy cycle

3. Dream cycle

4. Frustration cycle

5. Nightmare cycle

6. Fantasy cycle

9. Many thanks to:

10. Introduction

11. Introduction
Source:
Salesforce.com
research

12. Overview trends
1. Account-based marketing (ABM)
2. Customer Journey
3. Customer Advocacy
4. Sales Enablement
5. Accountability
6. Personalisation
7. Engage and Convert
Technology Trends
1. Predictive Analytics
2. Artificial Intelligence
3. Virtual & Augmented Reality

13. In 2017, the industry will start
to realise that ABM is NOT a
technology category, it is a
business strategy.
- Jon Miller, CEO and co-founder at
Engagio, co-founder of Marketo
Technologies:
Trend 1: 2017 will be the year of strategic ABM

14. Some proof
“Account-Based Marketing” search interest

15. • Focus first on your strategy, data
accuracy and content
• ABM is not always the right strategy for
every marketer
• Accelerating sales pipeline at scale
spotONtake

16. Most overlooked part of the
customer journey in the B2B Complex:
regular check-ins from the
salesperson. After all, it doesn’t matter
how cool the tech is when we miss the
foundational, human touchpoints.
- Maureen Blandford, CMO at Software
Improvement Group
Technologies:
Trend 2: It is all about your customer’s journey

17. Source:
Salesforce.com
research
Some proof

18. • Knowing your buyer/customer centric
models = success
• Develop buyer personas, customer
journey map
• Technology can help identify touch points
and optimize performance
spotONtake

19. We look to experiences and
reviews of others. It will become
more and more important that we get
customers to review and advocate
for us.
– Meagen Eisenberg, CMO at MongoDB
Technologies:
Trend 3: Customer advocacy: “without your customers,
you are nothing and you have nothing”

20. Some proof

21. • Focus customer advocacy programmes grow
• Budget spent on customer marketing
programmes will grow in 2017
spotONtakespotONtake

22. In the coming year, alignment
between marketing and sales will
become increasingly important as sales
begins to use artificial intelligence
platforms to better understand how their
buyers have interacted with marketing.
- Steve Woods, CTO at Nudge Software Inc.
and co-founder of Eloqua
Technologies:
Trend 4: Sales enablement becomes an integral
part of marketing

23. • Aligning sales & marketing offers
great reward
• Must become a day-to-day
practice
• Faster revenue & profit growth
spotONtake

24. People always believed that there
is a fuzzy area called ‘marketing’ and
that it can’t be measured. Now we
believe that it is very measurable and
you must measure it.
- Leslie Cocco Alore, Director of Global
Marketing Operations & Automation
at Iron Mountain
Technologies:
Trend 5: The importance of accountability

25. • Holistic approach to marketing performance
management (MPM)
• Start with understanding the role of marketing
• Create closed-loop approach to measuring
spotOntakespotONtake

26. I think one-to-one personalisation
is a big challenge. It is not because I
think technology isn’t capable, I think
companies don’t have enough good
data and qualified content to get so
specific in their segmentation.
- Scott Brinker, CTO and co-founder at Ion
Interactive and editor of chiefmartec.com
Technologies:
Trend 6: Personalisation is key to better engagement

27. General Data Protection Regulation – Are you ready?

29. • Personalisation starts with understanding your
buyers and their needs
• Strategically integrated in business
spotONtake

30. I see there is an increasing focus
on optimisation, so let’s take things
out of the marketing portfolio that
don’t make revenue. It is about
optimisation, about targeting, it’s
about proving the ROI.
– Adam Needles, Chief Strategy Officer
and Principal at ANNUITAS
Technologies:
Trend 7: Engage and convert

31. Trend 7: Engage and convert

32. • Invest in website optimalisation and
conversion
• Interactive / visual / gated content
• Personalised web pages
spotONtake

33. Overview trends
1. Account-based marketing (ABM)
2. Customer Journey
3. Customer Advocacy
4. Sales Enablement
5. Accountability
6. Personalisation
7. Engage and Convert

34. Recap
1. Start with the basics: customer
insights, data quality and solid strategy
2. Think about an integrated approach
3. Design your marketing technology stack
for change

35. Download Beyond the Hype at
www.spotonvision.com/resources