November 28 2016 0Comment

B2B Marketing – What’s in store for 2017?

With the New Year swiftly approaching, SMPR looks at the trends of 2016 and what’s hot and what’s not for 2017.

With 2016 almost over, it’s a good time to look back at successful Marketing Trends for the year and offer a prediction on what is going to work well moving into 2017.


It’s all in the planning

Believe it or not, according to the Content Marketing Institute only 37% of B2B marketers have a pre-planned and documented content marketing strategy. 41% of them have are said to have a strategy in place, but it’s not one that is documented and pre-planned.

17% of B2B marketers have said they don’t currently have a content marketing strategy, but they are planning to create one within the next year.

Creating and documenting a Marketing Strategy enables you to have a clear view of all targets, goals and focusses for the business in hand – allowing you to maintain efforts and actions towards the end goal. It enables you to focus on the deliverable and relevant content that has been planned to achieve the best results throughout a campaign, without a distraction of any new trends that may be tempting.

Obviously, should a new tactic be appealing it can be introduced and worked into the documented strategy that it already in place.


Content Content Content

With increasing demand for new and more content, Marketers must be aware and understand the need for producing higher levels to keep up with growing content consumption. 70% of B2B marketers plan to create more content in 2017 compared to 2016, while 25% of them will maintain the same amount of content.

2017 may be the year to up the game with amounts of content, but don’t be fooled into thinking that quantity will fall in place of quality. As ever, it’s always good to produce more – just be sure to keep it in line with marketing goals and with what you set out to achieve in the beginning.


Video killed the Radio star

Don’t be fooled into thinking that video content doesn’t work anymore. Despite it being around for a long time, Video for B2B it really has exploded in 2016, thus paving the way for further growth in 2017. It’s already a great time to begin researching and thinking about where videos can be placed within a marketing strategy.

Social media marketing has undoubtedly contributed to the rising trend of video content. Facebook have been showing an obvious push on live videos whilst already highlighting video content on users’ news feeds. Mark Zuckerberg recently announced that live videos have seen a 4x use increase since May.



 The Kardashian Effect

Influencer marketing has taken off during 2016. Brands and Organisations are now keen to put a famous face to their brand – whether that be by way of celebrity or industry expert. The influencer will hold a following in their own right – creating a great inroad to your target audience.

The Celebrity concept also appears to be shifting. These days, even the most unexpected become ‘famous’ – allowing easier access to fan bases and the target audience.

Whatever channel works for your client, this will most certainly increase traffic and brand with the endorsement of a well-known figure.


SMPR offer bespoke packages, including PR, Marketing & Social Media Services for B2B firms.  

PR Packages start from just £1995 + VAT covering 3 months of PR & Marketing tailored to your Construction, FM or Energy firm.

Contact us today for further information or call 02476 546150


References: CMI


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