Gartner’s Hype Cycle: What It Means For B2B Marketing

Olin Hyde
December 6, 2016

Gartner’s Hype Cycle 

Gartner recently released its annual Hype Cycle report, which names the key drivers in the evolution of marketing and advertising each year.

This year Gartner combined its Digital Marketing and Advertising Hype Cycle reports. That follows logically given that a key driver named for 2016 is the very convergence of both marketing and advertising technology. As these two industries meld, it only makes sense to combine their measurements as well.

Gartner’s other three key driving forces are event-triggered and real-time marketing, personalization, and the use of contextual clues—all of which add up to a more data-informed marketing experience for users.

Garner’s reports provide valuable insights that can help B2B firms compete. The question is: How can you use these insights to ensure that your marketing and advertising experiences deliver the best user experience possible? Also, what specific actions can B2B marketers glean from this report?

See below for the answers to these questions:

Data: The Swiss Army Knife of Marketing

The major differentiator between marketing today and marketing a decade ago is undeniably the amount of information available, both to marketers and to consumers. Brands destined to survive and thrive after this seismic shift in how decisions are made are the ones that utilize this information to its fullest.

If you aren’t collecting data on clients and leads, you’re marketing with a blindfold on. Data collection isn’t just for marketing to millennials, it’s important no matter what demographic you’re targeting.

By using data to support every decision your team makes—from what content is produced and why, to the color of your direct mailers—you’ll create the most appealing brand possible with the fewest A/B tests.

That saves you time and money, and increases your brand’s flexibility and responsiveness. Who doesn’t want to be the brand that listens to its customers?

Personalization Is Critical, Not Optional.

Personalization used to be the domain of consumer marketers only. But an increasing amount of B2B marketers are now realizing that their clients and leads appreciate the same personalized experience when making professional purchases as they do when buying personal items.

However, that personalization needs to be tempered in a way that reflects the interaction – which means prioritizing the information that relates to their professional roles, without sacrificing their personal preferences.

A great example of this is Brainshark’s personalized in-trial messages that significantly increased its conversions from freemium to paid accounts. By collecting data on customer experiences and behaviors, the company found that there was one main issue: users weren’t actually utilizing the freemium accounts they opened.

To make its freemium trial more engaging, Brainshark employed a third party messaging service that contacted users with prompts to test features, alerted them to new updates, and checked in on their progress.

As a result, webinar registrations increased by 15%, the number of SlideShark trials increased by 150% year over year, and the company boosted sales inquiries from inbound phone calls, emails, and contact forms 900%.

“Personalized messages can drastically increase engagement,” said Arthur Gehring, vice president of demand generation at Brainshark, when interviewed by Technology Advice. “They provide value to both the business and the user.”


Combine Marketing and Advertising 

While marketing and advertising used to be two completely different fields, they are very quickly becoming one, especially as both become increasingly reliant on software to fulfill their goals.

By combining the data that is mined for each, and presenting a united front that collaborates on all decisions, you’ll create a more unified and consistent brand experience and image  that spans all media and outlets.

The new department will be reliant on the growing industry of Madtech – marketing and advertising technology. By adopting this new structure, your brand will be more likely to stay ahead of the curve, and have a user experience that leads your industry.

At LeadCrunch, we’re committed to finding the most consistent way to bring new, high quality leads to your business. That means staying ahead of the curve, keeping our messaging and tactics fresh, and communicating effectively with consumers in all demographics.

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Further Reading

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