An infographic from Earnest agency showing the top 5 game changers in B2B Marketing.

2. Not that long ago, being a b2b marketer was simple.
The more you pushed out there, the better your pipeline.
But then something changed.
Here are the top 5 trends that are turning
the B2B marketer’s world upside down.

3. . THE RISE OF THE EMPOWERED BUYER
84
9
said Word of Mouth recommendations
influence their purchase decisions.
buyers say start with a web search.
when they’re ready to buy,
they’ll find MEANING
many are ALREADY
50
60
TO
OF THE WAY into the buy cycle
before they’ll even make
contact with you.

4. 2. THE NEW SPHERES OF INFLUENCE
Q
78 of buyers are hungry for information The most consumed piece of content?
around their business challenge.
A The HUMBLE white paper
4
if the order value
is worth more than
70
of buyers review four
or more pieces of content.
read research papers
and postings from
‘thought-leaders’.
ALL OF WHICH MEANS
YOUR CONTENT SHOULD BE KING
85 of b2b buyers believe
companies should present
information via social
60 of B2B Marketers have
already implemented a social
media strategy, or will
63 of B2B Marketers are either
vaguely aware or not aware
what is being said about their
networks. in the next year. companies online.

5. 3. CHANGING CONSUMPTION PATTERNS
75
of top senior executives
watch videos on business
sites every week.
65 visit a vendor’s website
after watching a video.
over half of business executives
MEANING
would prefer to find out more about
you via their mobile device than
talking on the telephone.
67
of business buyers want
interesting and exclusive
content through apps.
So make sure you are ready.
currently only 10% of the web
is mobile friendly.

6. 4. MAXIMISING RETURN ON DATA
THE average
marketing database
AND
88
Of people report
contains having lied
on registration forms
DATA HAS A SHELF LIFE.
IF IT’S MORE THAN BUT IF YOU GET IT RIGHT,
THREE YEARS OLD, THE BEST QUALITY DATA
it is LIKELY that only CAN DRIVE
WHICH
MEANS
of your data WILL BE
clean and USEFUL.
70
MORE REVENUE.

7. 5. THE inBOUND vs. OUTBOUND SEE-SAW
BUT
74
of b2b marketers still find
7 THINK
72
are certain that
direct mail email marketing events
effective. is critical. still pack a punch.

8. The world of B2B has changed again.
Have you?

9. WATCH THE FILM ON YOUTUBE
REFERENCES
DemandGen. Content Preferences Survey / IT Business edge / Oracle
MarketingProfs / Forbes / Tamar Search Attitudes report / Searchengineland.com
Hubspot.com / Marketingsherpa.com / Circle Research / SiriusDecisions / Fearless competitor
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