Peter O’Neill says, “Just like many other research groups at Forrester Research in the past weeks, our team has gotten together, discussed, and agreed on a series of predictions for 2017 that will affect business-to-business (B2B) marketing professionals’ work. Forrester’s clients can review these in full detail in the published report, but here are some of the highlights. We have grouped our predictions into three sections.

Part 1: Account-Based Marketing Will Come Of Age In 2017

In 2016, vendors and consultants seriously hyped account-based marketing (ABM) — such that B2B marketing interest in it skyrocketed. In 2017, marketers will seriously consider new customer-obsessed approaches that team up marketing and sales to grow long-term highly engaged revenue relationships with key clients. ABM is a retro idea with revolutionary impact — especially when B2B marketing pros apply it to deepen relationships with the right customers at scale. And in 2017, we predict that ABM will:

  • Make the lead funnel (or waterfall) essentially obsolete.
  • Give marketing more ownership over post-sale customer experience (CX).
  • Drive advocate marketing as a key process”.

Forrester’s Predictions For B2B Marketing Professionals In 2017

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