“What’s clear today is that sales and marketing departments aren’t in control of the buying process, buyers are. 2016 will be the year when organisations fully wake up to this process, or risk seriously losing out. This year the triumphant marketers will be the ones that embrace data and new technology as a core part of the job, to give them control of the buying process without interfering and to help get an understanding of their audience. It’s going to require fundamental shifts across organisations, but the opportunity will most definitely be worth it.”
– Conor Shaw, managing director at Marketo EMEA
“Marketers will move into the fast lane when it comes to providing personalised online customer experiences. As more companies embrace digital transformation in 2016, they’ll turn to clever technology to connect website visitors with products and messages most relevant to them — at precisely the right time in the customer journey, and across devices. Marketers will then be able to take a much more proactive approach, using built-in intelligence, to recommend best next actions for specific audiences.”
– Melissa Puls, CMO, Progress
“More visual content, 65 per cent of people are visual learners so visual content such as infographics, videos and interactive quizzes are a great way to communicate complex data in a simple way that resonates psychologically.”
– Stuart Buckley, CEO, Call Tracks
“By the end of 2016, the chief marketing officer will overtake the chief information officer as the biggest budget holder for technology.”
– Joel Windels, VP of inbound marketing, Brandwatch
“When it comes to outsourcing, in 2016 we will see a rise in the virtual team, commissioned to deliver a specific project. Choosing an agency to work with on a long-term retainer will no longer be the norm, instead more business owners will turn to virtual teams made up of consultants and freelancers, each selected for the expertise, flexibility and cost-effectiveness they offer.”
– Patrick Smith, director, Joshua PR
