Chief Marketer recently chatted with the leaders of some of our B2B 2019 CM200 agencies to discover what they thought were the top challenges, trends and opportunities in B2B marketing for the new year. (For the complete list of the 2019 CM200, click here .) What are the biggest challenges for B2B marketing in 2019? CHRIS EIFERT, PRINCIPAL, TRICOMB2B : Proving marketing ROI. B2B marketers will continue to design campaigns and apply B2B marketing technology in ways that more closely connect their efforts to revenue. No change here, but it’s an important pursuit that needs to remain in the forefront. However, one of the things that could get lost in this focus on metrics and technology is the quality of connections marketers are making. They must keep in mind that the pursuit of metrics and the next best technology isn’t the end game. We need to hold programs and technology pursuits accountable to whether they create authentic touch points that engage customers in meaningful ways. Customers aren’t data points and certainly won’t respond to being treated like ones. AMY FISHER, VP, PADILLA : One of the biggest challenges marketers have always faced is the question of “which communication channel is best?” As we move into 2019, the volume of communication channels that marketers can choose from is going to expand even further with new ways to deliver 3D content, AI-driven channels, live video, micro-influencer communities and more. As B2B marketers, we need ...![]()
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