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Five Ways B2B Marketing Will Change in 2017: All Roads Lead to Marketing Performance Management

by James Thomas  |  
January 9, 2017

Each year, the marketing community confronts a few dominant themes. A couple of years ago, predictive analytics was all the rage. If you ask any B2B marketer what trends dominated in 2016, you'd likely hear "ABM," "one-to-one relationships," or "managing the customer journey"; marketers were investing more in an end-to-end experience, from awareness to advocacy.

However, if you were to ask any of those marketers to put aside trends and instead identify what their continual focus has been, year after year, you would hear, overwhelmingly, "revenue."

The truth is, when a CMO is preparing for the year ahead, the latest tactical trend isn't nearly as important as continually focusing on how best to optimize Marketing's contribution to revenue and business goals.

After all, regardless of the tactics they employ, CMOs are measured on their ability to drive growth for their company.

That growth is the crux of marketing performance management (MPM)—which Forrester describes as "a discipline that governs goal setting, monitoring, and continuous optimization of marketing's contribution to revenue and other priority business goals."

As we enter 2017, all roads lead to MPM; five key changes are occurring in our business environment that make MPM a greater priority than ever for B2B organizations.

1. Greater Scrutiny Over Marketing Investments

Marketing budgets are on the rise heading into 2017, up to 12% of revenue, as marketers manage more demand, Gartner has found. And "with power comes great responsibility. By taking custody of these dollars, CMOs are promising more and more back to the business," Gartner states.

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James Thomas is CMO of Allocadia, provider of marketing performance management software.

LinkedIn: James Thomas

Twitter: @jthomas_44

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  • by Eddy Hagen - Tue Jan 10, 2017 via web

    For those who want to include print in their marketing performance management, here is a step-by-step tutorial to connect print to digital:
    Don't forget: studies have shown that we trust printed ads more than digital ads, our brain responds differently to print, print should be a part of the marketing mix. There are a number of studies listed in the tutorial.

  • by Stephanie Reyes Fri Jan 20, 2017 via web

    Interesting article! I definitely agree that things are changing in the marketing industry year after year. This five ways mentioned which are, greater scrutiny over marketing investments, context, changing role of CMO, changing budget, and marketing compensation in alignment with sales lead to making marketing performance management a top priority for B2B organizations.

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