Overview

2012 will see an explosion of confluence among technology, digital content, mobile devices, and social networks that will transform B2B brand experiences and enable significant improvements in sales effectiveness. These trends are already taking hold and will accelerate at lightning speed as brands and the salespeople who represent them stand to gain or lose their place in the market depending on how fast (and how intelligently) they embrace them. Marketing and sales will need to collaborate more than ever to ensure they are not left in the dust.

Tablet apps accelerate sales effectiveness

Tablet apps will become a primary catalyst in improving the effectiveness of sales by allowing B2B salespeople to access the latest company content, pitch material, product information, and customer testimonials, enabling them to have more nimble and compelling live interactions with prospects and customers. The combination of app and live interaction will have dramatic impact on the overall brand experience the salesperson delivers. As such, this will drive both marketing and sales to create more compelling app experiences.

Mobile adoption speeds response times

Tablet and smartphone apps will accelerate response between current and prospective customers and their sales and service reps, enabling reps to immediately respond with the right content.

Raising the bar on digital content

The quantity and quality of digital content will rapidly rise as demand and viewership increases. A recent Forbes study reported that C-level decision makers are devouring digital content from a variety of paid, owned, and earned media to help them make decisions about what companies and services to engage with. Marketers will be challenged to effectively produce and curate high-quality content that represents their company's value proposition for a variety of owned, earned, and paid media. Additionally, marketing organizations will need to supplement their skill sets to include storytellers and content creators along with campaign-based advertising talent.

Evergreen presence and more dependency on owned and earned media channels

Instead of time-based campaigns, marketers will invest more in providing an evergreen brand presence that supports both sales and the customers/prospects with value 365 days a year. As such, there will be more dependence on cost-effective earned and owned media channels to supplement paid media channels.

Social scales from networking to conversation and commerce

Social networks will move beyond networking venues and influence B2B buyers who look at social channels to vet potential partners, opportunities and resolve business dilemmas. B2B marketers will need to take more aggressive and active roles in those social networks to contribute meaningful content that is valued by both its customers and prospects.

Live events will become 365-day digital events

While the importance of live events will not wane, the overall experience will be transformed digitally so that access to presentations and other event logistics will be professionally reproduced. This will provide richer and broader access to the content. Additionally, live social venues within the event will be expanded to carry on virtually. Again, marketing and sales will need to collaborate closely to incorporate technology, digital content, and social venues in order to take advantage of this transformation.

B2B ROI automation drives accountability

ROI will be better defined thanks to marketing automation and analytics that tap into transparent, real-time digital channels and enable B-to-B marketing programs to be more accountable in driving sales. With this advancement in ROI measurement, B-to-B sales and marketing departments (with the help of marketing automation and analytic service providers) will need to develop new skill sets and faster capabilities to adopt the latest technologies and stay ahead of their competition.

-- Dennis Reilly, SVP/Global Practice Lead