Video, Social & Other B2B Marketing Trends on the Horizon in 2017

By Nick Price

The New Year is just around the corner and many B2B marketers are hurrying to finish their roadmaps for the coming year. In order to help you prepare for 2017, we at Madison Logic have identified some trends that you should be thinking about in your planning.

  1. Video marketing will play an important role in B2B in the coming year.

Video has a strong impact on potential buyers in the decision process before purchasing a product or service. So it should come as no surprise that 73 percent of marketing professionals report that video has impacted their efforts in positive ways and we expect this channel to continue to grow. With the popularity of live streaming on the major social networks including Facebook, YouTube and Twitter, B2B marketers have the opportunity to reach potential buyers in new ways than ever before.
Remember that live video streaming is real time and doesn’t allow editing. While audiences love this kind of authenticity, marketers should prepare themselves before hitting record. This includes coming up with strong content strategies and then doing dress rehearsals to ensure that your message is on point, your content is engaging and that you have your best game face on. As you plan your road map for next year, consider adding videos that are both informative and entertaining.

  1. Email will continue to play a central role in B2B.

With 83 percent of B2B marketers already using email newsletters to push content marketing, it is the most popular form of digital marketing around. Newsletters will continue to play an important role in distributing content in the coming year. Your job as B2B marketer is to develop good content so that you can capture your readers’ attention in their busy inboxes. Storytelling is at the heart of developing compelling content that has an impact. Tell your story in an engaging manner so that you can tap into your buyer’s emotions.

  1. Native advertising will grow next year.

As consumers and B2B buyers alike are adopting ad blockers left and right, you have to be nimble with how you push out your content. Push messaging will be replaced with sponsored content that lives natively on sites, which is a better experience for the user. Native video will play a larger role in delivering educational and entertaining content that buyers can interact with. Be careful, that the native content isn’t self-promotional or salesy. Instead native content needs to act like publisher content, offering up new and relevant information that buyers will find useful.

  1. Social media will evolve. 

Social media is changing rapidly in B2C and the same trends will soon emerge in B2B. Instagram and SnapChat have taken off in the B2C world, and are now attracting the likes of B2B companies that want to reach consumers through social. When you are planning your social strategy for next year, look beyond LinkedIn and see if there is something you can learn from the B2C sector to reach your buyers through these new channels.

  1. B2B marketers will be talking about virtual reality.

While VR may still seen pretty far off, new advances in hardware will make these devices more accessible. With the devices in the hands of consumers, marketers will want to be there. Virtual reality will allow B2B marketers to create new experiences that empower buyers. Without having the leave their office, prospects will be able to test drive software and visit virtual conferences. These experiences will rely on powerful storytelling and quality content.
Before the busy holiday season begins, it’s a good time to start thinking about what your B2B company has in store for 2017 and what new technologies you’ll be embracing.

Nick Price

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