Content, CX, Mobile Are B2B Marketers’ 2017 Priorities

The second annual “B2B Digital Trends 2016–2017” report provides both perspective regarding the differences between B2B and B2C digital marketing and guidance for B2B organizations that want to stay in the forefront.

This time last year, B2B marketers called out content marketing as their most exciting opportunity. That continues to hold true now, according to more than 2,000 marketers and e-commerce professionals surveyed for the second annual “B2B Digital Trends 2016–2017” report, which also examines the importance of mobile browsing and apps.

The report, by Adobe (CMO.com’s parent company) and eConsultancy, provides both perspective regarding the differences between B2B and B2C digital marketing and guidance for B2B organizations that want to stay in the forefront.

Among the findings:

• B2B companies view the customer experience through the lens of content, whereas B2C companies have moved the focus to targeting and personalization.
• B2B mobile-traffic growth rates average about 2.5 percent each year, where B2C growth rates are closer to 11 percent per year.
• B2B organizations are looking at ways to use mobile apps to improve experiences and efficiencies for sales and support teams that are critical parts of the ecosystem.

Click here to download the report (short registration required).