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Trends in B2B Marketing Strategy for 2017

Business to business marketing strategyMarketing is constantly changing. There are always new methods for reaching customers utilizing different means of technology to pursue and speed up the marketing process while cutting back on resources, time, and energy.

Successful marketers are always striving to take your business to new heights and with a new plan for your business to business (B2B) marketing strategy, you can do just that.

Let us take a look at some of the ways you can enhance your business to business marketing strategy this year to attract more customers and effectively guide them through the sales funnel.

Content marketing is on the rise

In 2016, 47% of B2B buyers looked at three to five pieces of content before they decided to engage with a sales rep. Additionally, 51% of B2B buyers say they rely on content before making purchasing decisions, and 96% want content with more input from their industry’s thought leaders.

Creating content such as blogs, whitepapers, guides, case studies, and videos is an essential part of any business to business marketing strategy in 2017. Relevant content can draw in your target audiences, demonstrate your ability and thought leadership to them, and lead them to give your business a try.

Any content you decide to release should be valuable to your audience and not contain sales pitches, aside from a call to action at the bottom of an article or the end of a video. You should aim to educate and entertain, not sell products, and vary your content offerings depending upon the audience. For example, while one lead may enjoy reading a 20-page whitepaper, another would rather watch a video instead. You can determine which type of content is more useful when you measure and test your campaigns.

Account-based marketing is emerging as a strong viable strategy

A business to business marketing strategy that has gained considerable traction in the B2B community is account-based marketing or ABM. When you utilize ABM, you are targeting your marketing campaign to a specific target account with customized messaging on a one-to-one basis rather than en masse. The bigger the account, the more you personalize your business marketing strategy to prove that your company has the product or service your leads need to thrive.

When businesses pursue ABM, they need a set of tools to help, including platforms for data collection, account insights, advertising, websites, account planning, and more. ABM requires seamless collaboration between the sales and marketing departments of a business and seeing the quality, not the amount, of the leads you generated.

Video is becoming more common

By 2019, it is predicted that video will make up 80% of the internet. In 2016, 62% of B2B marketers reported that video was an effective digital marketing strategy. Videos dominate Facebook newsfeeds and pop up all over Instagram. Everyone shares videos and/or makes their own. In the world of B2B, it’s no different.

As you come up with your business to business marketing strategy, make sure that you include plans for creating video content. Perhaps instead of scheduling a demo with your lead, you offer a short demonstration video. You can also make video tutorials that show leads and customers how to use your products, film your executives sharing their expertise, and show a behind the scenes look at your company. Your videos, like any other type of content, should be relevant to the audience and show how your business specifically can make their lives easier.

Mobile is increasingly necessary

Mobile is quickly becoming the platform of choice for people who want to access the internet and do research online, even in the B2B world. A 2015 Google study showed that more Google searches take place on mobile devices than on computers in 10 different countries, which include Japan and the United States. Additionally, 42% of B2B researchers will utilize a mobile device during their purchasing process.

Your business to business marketing strategy should include having a mobile-friendly website and content. Your website and content must be responsive and load fast while not containing any annoying pop-up notifications or Flash. You can launch an app for your company where leads and customers can find a one-stop shop of all of your offerings, and use text messages to contact leads and customers and add a personal touch to your campaign.

This year, when you’re revising and enhancing your business to business marketing strategy, don’t forget to do additional research into what your leads want and need. You must demonstrate you understand their needs and pains, and provide them with a great reason to choose you over your competitors. With a stellar business to business marketing strategy in place, you can do just that while reaping the benefits of more leads, customers and profits.

Are you ready to improve your B2B marketing strategy in 2017 and bring in more customers and revenue? Contact KEO Marketing today for a consultation.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.