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What’s on the horizon for 2017?

Everyone loves to guess what will happen in the next year – some will be right and some will be way off the mark. Either way, it’s important to always be looking ahead, and trying to anticipate what market changes will impact your business in the long run. This year we asked a few of Lattizens what they think will impact the marketing technology industry over the next 12 months. Do you agree, or do you think we're way off? We’d love to hear your thoughts!

  • Obviously, machine learning and AI were the hot data topic in 2016. However, in 2017 these technologies will start to penetrate verticals outside of technology, where data collection has also been huge but very siloed and often quite regulated. Some of the industry verticals that have been resistant to change so far, such as insurance, transportation and healthcare, will jump on the bandwagon this year and start streamlining their marketing and sales processes by implementing AI solutions.
  • Next year, people will realize that account-based marketing programs alone are not sufficient to align sales and marketing teams. It is a great start, but it doesn’t actually get to the root of the problem, which is that both teams need a unified set of account data and insights in order to truly work as one revenue-generating machine. Once teams align their data and everyone works off a common base of facts and insights, then companies will see that their ABM programs begin pumping out oversized results. 
  • The convergence between AdTech and Martech will proceed in sputters. Companies will make progress on solving some of the data-issues that currently impede progress, such as cohesive data sets that provide information about both the contact and the account-level attributes. Once we establish more data-rich platforms, we will see better results from integrations between AdTech and existing marketing technology solutions.
  • The ABM market will split up more clearly into those companies focused on the top of the funnel and paid-media spend, versus those companies focused on the bottom of the funnel and sales/marketing orchestration. This is because ABM is a truly in-depth process that cannot be ‘solved’ with one particular software, the way that a well-mapped out, traditional lead program could never be supported by just one type of technology. Predictive solutions will gain adoption as a way to coordinate between these two ends of ABM.
  • There has been a huge jump in really crappy emails trying to guilt trip recipients into answering, rather than actually personalizing their outreach. 2017 is when this trend will start to peter out, as more companies implement the tools that will help them harness the benefits of data-driven, personalized messaging to improve outbound activities.
  • Companies selling to upper the mid-market and enterprises are increasingly finding that they get better engagement through field marketing and events, or direct mail programs, rather than inbound campaigns. These somewhat analog campaign tactics will come back in full force in 2017 because they are so personal and engaging. The great thing is that companies can now use their robust marketing databases to make smart choices about who to include in these programs. 
  • In 2017 predictive vendors will move further away from a standard lead scoring use case, where customers get a score but no insight into how the score was calculated. Instead, solution providers need to focus more on driving value by giving customers access to predictive insights based on data. With these insights, customers can create automated actions to make marketing and sales processes more efficient.

Written by

Caitlin Ridge
December 21, 2016