B2B marketers will be looking to improve the customer journey in 2017, and trends such as data management, content mapping and even chatbots are expected to play a role in meeting that goal.
The shift to a more account-focused approach will continue to evolve in the B2B landscape. However, the contender for the "No. 1 Buzzword Of 2017" is sure to be artificial intelligence, as B2B marketers look to make the most of the customer data they collect to better the buying experience.
These are just some of the trends that are detailed in our 2017 Marketing Automation Outlook Guide. This guide spotlights detailed interviews with industry thought leaders from companies such as Marketo, SiriusDecisions and Forrester Research.