Making
predictions more than 10 years away is tricky, but as with developments over
the previous decade, demand gen will look radically different to how it does
now
The end of demand generation as we know it
In its current high-volume,
mass-marketing form, demand generation is simply not sustainable for the next
10 years. The shrinking audience, lack of engagement and tighter privacy
restrictions will render it untenable.
The rapid rise in the
popularity of account-based marketing over the past few years is a direct
reaction to this as marketers search for a fresh alternative that will allow
them to steal a march on their competitors. While the excitement and hype
around ABM will undoubtedly die down, the method itself is here to stay.
A characteristic of
successful account-based marketing is a full commitment to the strategy, and
for organizations with limited marketing resources this might mean dialing back
on demand gen activity. This is what happened at Fujistu when the company went
all-in on ABM a few years ago. As head of ABM, Andrea Clatworthy told the B2B
Marketing ABM Conference in 2017: “We had to stop doing some stuff to give
people the space to do ABM. So we stopped demand gen, we stopped lead gen – the
business didn’t notice for a year.”
Most companies won’t have the
luxury of just switching demand gen off; it’s likely companies will operate
some form of hybrid model with a combination of one-to-one/ one-to-few ABM, and
one-to-many (or programmatic) ABM replacing the demand gen of today.
Programmatic ABM is powered
by technology, its popularity is also likely to grow as the martech behind it
becomes more powerful. Advanced artificial intelligence and machine learning
will support smarter prospecting, better lead qualification, and much stronger
personalisation through content, products and support.
No silver
bullet, but multi-touch attribution will get easier
Attribution modelling in the
complex customer journey remains a headache, and unfortunately there is no
foreseeable silver bullet to deliver a 100% accurate map of how marketing has
influenced a sale. It should at least get easier.
Collating data from a variety
of systems that aren’t integrated can be a slow and laborious process.
Consolidation among martech vendors, such as Adobe’s acquisition of Marketo
(which owns Bizible) should mean systems can trade data with each other more
easily, giving a more complete picture of the customer journey.
The end of demand generation as we know it
In its current high-volume,
mass-marketing form, demand generation is simply not sustainable for the next
10 years. The shrinking audience, lack of engagement and tighter privacy
restrictions will render it untenable.
The rapid rise in the
popularity of account-based marketing over the past few years is a direct
reaction to this as marketers search for a fresh alternative that will allow
them to steal a march on their competitors. While the excitement and hype
around ABM will undoubtedly die down, the method itself is here to stay.
A characteristic of successful
account-based marketing is a full commitment to the strategy, and for
organizations with limited marketing resources this might mean dialing back on
demand gen activity. This is what happened at Fujistu when the company went
all-in on ABM a few years ago. As head of ABM, Andrea Clatworthy told the B2B
Marketing ABM Conference in 2017: “We had to stop doing some stuff to give
people the space to do ABM. So we stopped demand gen, we stopped lead gen – the
business didn’t notice for a year.”
Most companies won’t have the
luxury of just switching demand gen off; it’s likely companies will operate
some form of hybrid model with a combination of one-to-one/ one-to-few ABM, and
one-to-many (or programmatic) ABM replacing the demand gen of today.
Programmatic ABM is powered
by technology, its popularity is also likely to grow as the martech behind it
becomes more powerful. Advanced artificial intelligence and machine learning
will support smarter prospecting, better lead qualification, and much stronger
personalisation through content, products and support.
No silver
bullet, but multi-touch attribution will get easier
Attribution modelling in the
complex customer journey remains a headache, and unfortunately there is no
foreseeable silver bullet to deliver a 100% accurate map of how marketing has
influenced a sale. It should at least get easier.
Collating data from a variety of systems that aren’t integrated can be a slow and laborious process. Consolidation among martech vendors, such as Adobe’s acquisition of Marketo (which owns Bizible) should mean systems can trade data with each other more easily, giving a more complete picture of the customer journey.
Read more @ https://www.b2bmarketing.net/en-gb/resources/features/demand-generation-far-future
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