FOUR THINGS B-TO-B

MARKETERS MUST DO IN 2017

BUSINESS MARKETING ASSOCIATION

It’s a new year and a new set of challenges for B-to-B marketers everywhere. While it’s crucial to continue managing the channels and tactics you’ve already had

success with, future results rely on your ability to test and learn new

things. Ahead, you’ll find four areas of focus for 2017. Let’s get to it!

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PLAN FOR AUGMENTED

REALITY

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Sure, virtual reality may be all the buzz right now, but the bigger marketing opportunity is in augmented reality. By the year 2020, AR tech is expected to be worth upwards of $120 billion. Sixty-four percent of customers report favoring an AR shopping experience versus a traditional one. While it may not be possible for your brand to roll out an AR campaign this year, it’s a channel you need to begin thinking about.

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INVEST IN PERSONALIZED

EMAIL

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Spray and pray is dead. While email remains a worthy investment for B-to-B marketers, the medium’s effectiveness is now contingent on data-based personalization. Ninety-five percent of business marketers report better performing emails when they personalize. Start with names, social profile data, demographics, and previous interactions, and begin giving your subscribers only emails that matter to them.

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LAUNCH A COMPREHENSIVE ABM STRATEGY

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If you haven’t deployed an account-based strategy — well, why? Eighty-four percent of B-to-B marketers who have tried ABM report that it provides higher ROI than other approaches. These benefits can be yours. First, develop a process for selecting target accounts. Then pull data on them, create content based on data insights, deliver it through a sales rep, and watch your results take off.

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LIVE THAT LIVESTREAM

LIFE

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According to a recent Yahoo! study, 64 percent of Americans have watched a live video online in the past year. Moreover, the medium is growing by 113 percent annually. With live video options now available on Facebook, Twitter, and Instagram, it’s time to begin delving into this channel. Whether it’s streaming an event, showing behind-the-scenes footage, or hosting your own live series, livestreaming needs to be something you try this year.

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SOURCESAll content for this slideshow has been aggregated from the

ANA’s Marketing Knowledge Center. Want to dig deeper? We’ve got you covered:

Marketing’s Augmented Reality After Pokémon GO

Email: The Gift that Keeps on Giving

Account-Based Marketing in B-to-B

Coming to You Live

Three Insights to Capitalize on Live Online Video Content

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