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Four B2B Marketing Trends That Will Define 2018

by Melissa Tatham  |  
January 30, 2018
  |  6,229 views

Eighteen is the age of adulthood, so perhaps it's fitting that in 2018 some major emerging trends in B2B marketing will start to show signs of maturation.

Like 18-year-olds (who are still teenagers, after all), some of these trends will still be developing—but will also get on track to shape or influence the future of marketing.

In the new year, a combination of technology advances, organizational cultural shifts and buyer-behavior changes will pull B2B marketing in new directions.

Here are four trends that will begin to mature in 2018.

1. Individualization will become the new personalization


Machine-learning algorithms are becoming more sophisticated, opening new possibilities for marketers to gain insights into customer behavior and the courses of action that are most likely to resonate with the buyer.

Such capabilities have become essential as B2B audiences increasingly self-educate on a company's products before they ever talk to a salesperson, which has raised the bar on Marketing's need to deliver the right content at the right time.

This example from the Marketing AI Institute paints the picture: Let's say there are 10,000 downloads of a company's e-book across five personas, originating from multiple channels and requiring personalized emails and website experiences based on the users' history.


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Melissa Tatham is director of integrated marketing at Act-On Software, a marketing automation provider.

LinkedIn: Melissa Tatham

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  • by Vernon Dhliwayo Thu Feb 1, 2018 via web

    Great read Melissa. i plan to really follow your train of thought and see if your predictions are on the money.
    what i thought was an interesting passage on individualisation, seemed to have been countered by the GDPR passage. well, thats if i understood it well. i think if/when that is enforced, it will be interesting to see how business will adjust to the changes. but i do agree, technology and all its capabilities will change things significantly.

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