As we reflect on the past year and look to the future, we've turned to our experts to share their top predictions for the rising trends in marketing for 2017.

1. 2017
MARKETING
PREDICTIONS

2. RYANN GREVE
Chief Marketing Officer
PATRICK SMITH
Executive Director,
Target Activation Group
JULIA HAAS
Senior Architect
JORDAN STEINERT
Social Media Team Leader
MIKE FREDRICK
Executive Creative Director
AUDRA JACOBS
Public Relations
Group Leader
THE EXPERTS

3. 01
CUSTOMER
EXPERIENCE

4. — RYANN GREVE, CHIEF MARKETING OFFICER
“WHILE CUSTOMER
EXPERIENCE IS NOT A NEW
CONCEPT, NOW WE HAVE
THE TECHNOLOGY TO TRULY
INFORM, ENABLE AND
EMPOWER A CUSTOMER-
EXPERIENCE-DRIVEN BRAND
AND BUSINESS.”

5. — MIKE FREDRICK, EXECUTIVE CREATIVE DIRECTOR
“AS GOOD UX BECOMES
THE NORM, COMPANIES
ARE EXPANDING INTO FULL
CX TO DIFFERENTIATE.”

6. 02
VIDEO

7. (SOURCE: INVODO, 2016)
PEOPLE WHO WATCH
A VIDEO ARE 1.8 TIMES
MORE LIKELY TO PURCHASE.

8. (SOURCE: HUBSPOT CONSUMER BEHAVIOR SURVEY, 2016)
43% OF CONSUMERS
WANT MORE VIDEO
CONTENT IN 2017.

9. — JORDAN STEINERT, SOCIAL MEDIA TEAM LEADER
“LIVE VIDEO BUILDS
RAPPORT WITH CUSTOMERS
IN THE MOMENT, OFFERING
REAL-TIME ENGAGEMENT
AND FEEDBACK.”

10. — JULIA HA AS, SENIOR ARCHITECT
“IN 2017, BRANDS WILL
BECOME MORE HUMAN.
VIDEO WILL BE KEY IN
SHOWCASING THE HUMAN
SIDE AND POINT OF VIEW OF
B2B COMPANIES.”

11. — MIKE FREDRICK, EXECUTIVE CREATIVE DIRECTOR
“VIDEO IS GETTING
BIGGER AND BIGGER.
PHOTOS ARE YESTERDAY;
VIDEOS ARE TODAY.”

12. 03
ACCOUNT-BASED
MARKETING

13. “ACCOUNT-BASED MARKETING
SYNCS SALES AND MARKETING
WITH AN AGILE APPROACH TO
PLANNING, IMPLEMENTATION
AND OPTIMIZATION.”
— PATRICK SMITH, EXECUTIVE DIRECTOR,
TARGET ACTIVATION GROUP

14. — JULIA HA AS, SENIOR ARCHITECT
“THE NUMBER OF DECISION-
MAKERS IN A B2B
ORGANIZATION IS RISING,
AND MARKETERS NEED TO
ALIGN WITH SALES TEAMS
TO REACH ALL THE DECISION-
MAKERS, NOT JUST THE ONE
INTERACTING WITH SALES.”

15. — PATRICK SMITH, EXECUTIVE DIRECTOR,
TARGET ACTIVATION GROUP
“ACCOUNT-BASED
MARKETING IS NOT A SILVER
BULLET. IT IS A STRATEGY
THAT CAN BE USED IN
WHOLE OR PART TO REACH
AND INFLUENCE MULTIPLE
AUDIENCES WITHIN A FINITE
SET OF ACCOUNT TARGETS.”

16. 04
MARKETING
AUTOMATION & CONTENT
PERSONALIZATION

17. (SOURCE: DIGITAL MARKETER, 2016)
69% OF B2B BUYERS
SAY THE MOST INFLUENTIAL
ASPECT OF A COMPANY’S
ONLINE PRESENCE IS
PERSONALIZED CONTENT.

18. (SOURCE: DIGITAL MARKETER, 2016)
88% OF MARKETERS SAY
THEY PLAN TO ADD CONTENT
PERSONALIZATION TO THEIR
OBJECTIVES AND PLANS.

19. — JORDAN STEINERT, SOCIAL MEDIA TEAM LEADER
“AUTOMATION IS POWERFUL.
CONTENT PERSONALIZATION
IS COMING TO SOCIAL MEDIA
— PREPARE FOR THE CHANGE.”

20. 05
STORYTELLING &
CHAMPIONING IDEAS

21. — MIKE FREDRICK, EXECUTIVE CREATIVE DIRECTOR
“THERE’S AN
OVERPROLIFERATION OF
CONTENT, SO STORYTELLING
IS ONE OF THE BEST WAYS
TO DIFFERENTIATE AND
AGGREGATE. THIS REQUIRES
ADVERTISERS TO CREATE
MORE COMPELLING CONTENT
AROUND STORIES.”

22. — MIKE FREDRICK, EXECUTIVE CREATIVE DIRECTOR
“USING TECH FOR TECH’S
SAKE IS BECOMING TOO
COMMODITIZED AND
UNDIFFERENTIATED.
SO, THE IDEA IS BECOMING
KING AGAIN. THE BEST IDEA
ALWAYS WINS.”

23. — AUDR A JACOBS, PUBLIC RELATIONS GROUP LEADER
“TODAY, COMPANIES NEED
CONTENT TO BE ABOUT MORE
THAN A PRODUCT’S FEATURES
AND BENEFITS. THEY NEED A
STORY ABOUT A PRODUCT OR
SERVICE THAT CONNECTS WITH
THEIR AUDIENCE ON A LOGICAL
AND EMOTIONAL LEVEL.”

24. 2017
MARKETING
PREDICTIONS