How B2B Sales Will Change in 2017?

Olin Hyde
September 27, 2016

One of the biggest problems with B2B sales is predicting the future. You have to be on top of the latest trends in the world of B2B to do it. Otherwise, you’re going to have a lot of problems achieving your goals. One of the mistakes that can ruin any lead generation campaign is not staying on top of the latest trends within your industry.

But this blog post is going to introduce you to several key sales trends that will dominate in 2017.

Confidence is Starting from an All-Time Low

This year only 30% of B2B marketers thought they were effective. This marks a drop of almost 20% in a matter of one year. Confidence has never been this low.

What it means is 2017 is going to lead to a lot of soul searching throughout every industry. People are going to have to look at their strategies and consider whether they are really getting the most for their money.

There are a lot of books sellers can read on this subject, but the majority of B2B salespeople are going to have to go back to the beginning.

Data Will Play an Even Greater Role in Giving You an Advantage

The most successful B2B sellers are using data almost exclusively to help influence their decisions. Despite the talk of data, one of the trends shaping marketing is that most companies are still not tracking data from basic sources, such as social media.

Early adopters will find they have a greater advantage than ever because of this. Most experts agree a huge number of companies will still have holes in their data gathering strategies. B2B sales agents big and small will find adopting a data gathering strategy will give them a huge advantage.

Mobile Email Marketing Campaigns Will Gain in Importance

Email marketing has been a fixture of B2B marketing for many years now. Every year someone claims email marketing is about to die, yet this never seems to be the case. Email campaigns are as effective now as they have ever been. Some studies have even revealed email marketing campaigns are the most effective B2B marketing option open to you.

This form of marketing is set to evolve in 2017 with mobile email marketing campaigns. One of the areas many companies neglect is making their email marketing campaigns mobile-friendly.

With over half of your potential audience browsing exclusively from their mobile, they need to be able to read your emails on a mobile device unhindered. Luckily, many email marketing platforms have mobile functionality already built-in. Make sure you’re working with them.

New Apps and Creation Suites Will Drive Down the Cost of Interactive Content

Every B2B marketing campaign manager knows interactive content gains the highest levels of engagement. Videos, slide shows, and podcasts are just some content types that can lead to you engaging customers and retaining their interest.

Previously, many B2B sellers have stayed away from them because they’re costlier to go about building. New apps and new creation suites have done a lot to drive down the cost of interactive content. The sheer amount of it and the level of demand have encouraged the building of cheaper and more affordable creation options.

The driving down of interactive content prices will increase the amount of interactive content online as companies begin to explore using it as a tool.

Marketing Apps Become More Innovative

B2B sellers are well aware of the importance of the user experience. You need to make it easy for your B2B leads to do what you want them to do. The shorter the path the more likely your B2B prospects are to engage with you. Marketing apps are helping make things easier for customers more than ever before.

Using marketing apps will start to go mainstream in the world of business sales in the next few months. These apps can connect directly with buyers and provide them with a quicker service.

One way innovative companies are using apps is to create exclusive apps for trade shows, networking, and special events.

Last Word – What Will Happen in 2017?

You never know what’s going to happen by the time 2017 comes around. There are strong indications that content marketing is going to become more interactive and the user experience will become more important than ever. The main driving force behind these trends is more competition.

Companies are constantly looking for new ways to get ahead of the crowd, and 2017 could be a defining year for a lot of brands. Whatever happens in 2017, it will be interesting.

What do you think are the main trends that are going to change B2B sales in 2017?

Image courtesy of Stuart Miles at

Further Reading

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