Seven B-to-B Marketing Trends That Will Shape 2015
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Data and automated messaging are hot topics, but b-to-b marketers say their marketing must get more personal in 2015. “We need b-to-b to be more human,” said Andy Goldberg, global creative director at GE. That sentiment was echoed by other marketers and agency execs who shared their predictions for the top b-to-b trends of 2015.
Great storytelling
“You have to be great storytellers, especially in b-to-b,” Mr. Goldberg said. “One of the biggest challenges we had this year was telling the full GE story in one spot, and capturing the wonder and magic of what we do. ‘Childlike Imagination’ was wonderful storytelling — having a little girl talk about what her mom does at GE. We also did a partnership with ‘The Tonight Show’ called ‘Fallonventions’ about kids who like to innovate. It became a story. There will be more and more of that in 2015.”
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