5 predictions for B2B marketing in 2019

Content Marketing

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As we close out 2018, most of us have already been spending the last couple of months (at least!) thinking about 2019. And as I think about the coming year, I think about “what’s next” for B2B marketers. This gets more and more challenging each year, because the pace of change has accelerated each year. But that’s also why B2B has become such an exciting and dynamic market during the past several years.

So, here are five trends I predict will be hot for B2B marketers in 2019.

1. ABM will become a core platform for marketers in the martech stack

While CRM is the system of record for all sales activity and marketing automation systems are used by almost all sophisticated B2B marketers, each carries well known limitations. In particular, both focus on known, individual contacts. In an account-based world, that’s not enough. As a result, ABM platforms are quickly becoming the third leg to the B2B marketing tech stack. Together with CRM and marketing automation solutions, B2B marketers can span individual to account, and known to unknown in their marketing and sales activities.

2. Connected data will be king

With a fragmented martech landscape, it’s easy to understand why customer information can become siloed.  Getting a true 360-degree view of the customer has been a challenge that has plagued marketers since the beginning of marketing. But connecting customer data across different marketing technologies is getting closer to becoming a reality for many marketers.

By integrating technologies such as CRM, marketing automation, and ABM platforms, marketers can start to share data across these applications. And this will start to give marketers the complete customer view that we have craved.

3. We’ll stop talking about Artificial Intelligence

For B2B marketers, AI has been front and center of the conversation for the past couple of years.  That’s about to

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