--- title: B2B marketing - three major trends description: Explore 2017 marketing trends and strategies. image: https://www.growpoland.pl/hubfs/grow_blog_marketing_trends-1.webp --- [![grow-logo-white-transparent](https://www.growpoland.pl/hubfs/grow-logo-white-transparent.png) ![grow\_logo](https://www.growpoland.pl/hubfs/grow_logo.png)](https://www.growpoland.pl/?hsLang=en) [DEMO HubSpot](https://www.growinternational.eu/demo-hubspot?hsLang=en) [DEMO](https://www.growinternational.eu/demo-hubspot?hsLang=en) - [HubSpot](https://www.growpoland.pl/en/hubspot) - [HubSpot Solutions Partner](https://www.growpoland.pl/en/hubspot/hubspot-partner) - [Discover HubSpot's Possibilities](https://www.growpoland.pl/en/hubspot/discover-the-possibilities-of-hubspot) - [HubSpot Sales Hub](https://www.growpoland.pl/en/hubspot/hubspot-sales-hub) - [HubSpot Marketing Hub](https://www.growpoland.pl/en/hubspot/hubspot-marketing-hub) - [HubSpot Service Hub](https://www.growpoland.pl/en/hubspot/hubspot-serivce-hub) - [HubSpot Content Hub](https://www.growpoland.pl/en/hubspot/hubspot-content-hub) - [HubSpot Operations Hub](https://www.growpoland.pl/en/hubspot/hubspot-operations-hub) - [HubSpot Commerce Hub](https://www.growpoland.pl/en/hubspot/hubspot-commerce-hub) - [HubSpot Implementation](https://www.growpoland.pl/en/hubspot/implementation) - [HubSpot Adaptation](https://www.growpoland.pl/en/hubspot/adaptation) - [HubSpot Web Development](https://www.growpoland.pl/en/hubspot/hubspot-web-development) - [Website on HubSpot](https://www.growpoland.pl/en/hubspot/website-on-hubspot) - [UI/UX Design for HubSpot](https://www.growpoland.pl/en/hubspot/ui-ux) - [Migration to the HubSpot](https://www.growpoland.pl/en/hubspot/migration) - [SEO & AEO in HubSpot](https://www.growpoland.pl/en/hubspot/hubspot-web-development/hubspot-seo-aeo) - [HubSpot White Label Partner Agency](https://www.growpoland.pl/en/hubspot/white-label) - [HubSpot for Your Business](https://www.growpoland.pl/en/hubspot/hubspot-for-your-business) - [HubSpot for Travel Agencies](https://www.growpoland.pl/en/hubspot/hubspot-for-your-business/hubspot-for-travel-agency) - [HubSpot for Manufacturing](https://www.growpoland.pl/en/hubspot/hubspot-for-your-business/hubspot-for-manufacturing) - [HubSpot for Hotels](https://www.growpoland.pl/en/hubspot/hubspot-for-your-business/hubspot-for-hotels) - Tools - [Website Grader](https://www.growpoland.pl/en/website-grader) - [Calculator ROI](https://www.growpoland.pl/en/calculator-roi) - [Grow in HubSpot Marketplace](https://www.growpoland.pl/en/hubspot/marketplace/) - [Eloqua](https://www.growpoland.pl/en/eloqua) - [Marketing](https://www.growpoland.pl/en/marketing) - [Discover digital marketing](https://www.growpoland.pl/en/marketing/discover-digital-marketing) - [Digital strategy & consulting](https://www.growpoland.pl/en/marketing/digital-strategy-and-consulting) - [Social media](https://www.growpoland.pl/en/marketing/social-media-marketing) - [Branding & Identity](https://www.growpoland.pl/en/marketing/branding-and-identity) - [Content marketing](https://www.growpoland.pl/en/marketing/content-marketing) - [Copywriting](https://www.growpoland.pl/en/marketing/copywriting) - [Martech](https://www.growpoland.pl/en/martech) - [Marketing for Manufacturing](https://www.growpoland.pl/en/marketing/marketing-for-manufacturing) - Knowledge Base - [Blog](https://www.growpoland.pl/en/blog) - [CRM](https://www.growpoland.pl/en/knowledge/crm) - [HubSpot](https://www.growpoland.pl/en/knowledge/hubspot) - [Social Media Marketing](https://www.growpoland.pl/en/knowledge/smm) - [Marketing Automation](https://www.growpoland.pl/en/knowledge/marketing-automation) - [Content Marketing](https://www.growpoland.pl/en/knowledge/content-marketing) - [Lead Generation](https://www.growpoland.pl/en/knowledge/lead-generation) - About - [Team](https://www.growpoland.pl/en/team) - [Portfolio](https://www.growpoland.pl/en/portfolio) - [Dalmec Success Story](https://www.growpoland.pl/en/portfolio/dalmec) Contact [PL](https://www.growpoland.pl/blog/trzy-glowne-trendy-marketingu-b2b) [![HERO\_SOCIAL\_linkedin](https://www.growpoland.pl/hubfs/HERO_SOCIAL_linkedin.svg)](https://pl.linkedin.com/company/grow-poland) [![HERO\_SOCIAL\_facebook](https://www.growpoland.pl/hubfs/HERO_SOCIAL_facebook.svg)](https://pl-pl.facebook.com/growpoland/) [![HERO\_SOCIAL\_twitter](https://www.growpoland.pl/hubfs/HERO_SOCIAL_twitter.svg)](https://twitter.com/growpoland) [Inbound Marketing](https://www.growpoland.pl/en/blog/tag/inbound-marketing) # B2B marketing - three major trends Przemek Seliga 4 min 24 November 2022 [Inbound Marketing](https://www.growpoland.pl/en/blog/tag/inbound-marketing) **Christmas trees are slowly ceasing to light up our homes and streets. So it's time to shed some light on the marketing trends of 2017. Which sectors should you, as a company, focus your attention on? What's on your customers' wish list this year? And how to attract more potential business partners? We present three interesting ideas.** ## Customer experience and clientocentrism We live in the age of the customer.  **Сustomer experience** (CX) will be the deciding factor for brands in 2017, not price or even the product itself. Customers want  **communication aimed directly at them that satisfies their personal desires as well as their requirements**. This influences how a company advertises, sells and delivers services and products. Often too much emphasis is placed on **what** we deliver instead of focusing on **how** we deliver, for it is **the customer who should be at the center of all communication**. This approach is called clientocentrism. What is the added value of your products and services to customers? Why are you promoting exactly that? Where, when and through what channels would customers prefer to receive this information? I also relate this to the B2B market, where **[customer-centric marketing](https://claspo.io/blog/customer-centric-marketing-definition-examples-strategy/)** is increasingly important: a specific campaign for a single customer. In 2017, persona and customer journeys should be the foundation of your marketing plan. ## **Content, content, content!** Consumers are thirsty for high-quality content, such as **[user-generated-content (UGC)](https://www.growpoland.pl/en/blog/embrace-user-generated-content?hsLang=en)**, or user-generated content that tells authentic, credible and compelling stories. People are far more likely to buy a product after reading a flattering blog post about it, and they value other customers' opinions more highly than advertising.  **Almost as important as content is basic information:** what works, what doesn't and how you communicate it. Base your marketing on analytics and the systematic generation of quality leads. This trend is becoming increasingly popular in the B2B environment as well. **Video and visual storytelling**  - from short corporate videos to testimonials and vlogs to documentaries, virtual reality and live streaming - are replacing bland corporate presentations and providing a valuable parameter for assessing the value of your website. Short video messages are also increasingly being uploaded to channels such as LinkedIn. ## Silos are disappearing from the scene This trend is growing slowly but decisively: islands are disappearing from companies, where everyone handles their own business. Thanks to increasing digitalization, individual **departments need to collaborate with each other**  and share data and platforms. Getting sales, marketing, IT, HR, customer service and other departments to really work together, however, requires a clear vision and a concrete plan from management - and this is where the buried dog usually lies. The guidance? Have marketing professionals attend sales meetings with customers, have Sales and Marketing sit at the same table and exchange all the information about their customers. The closer they are to each other, **the better the results will be**. Focus everything on the customer and the circle will close. Only three trends? Yes. Because the problem with trends is that everyone sets them and shares them, but only a few do anything about them. So let your New Year's resolution for 2017 be: stick to these three ideas. [Przemek Seliga](https://www.growpoland.pl/en/blog/author/przemek-seliga) Read more ## Similar articles [B2B Marketing, Sales, Strategy](https://www.growpoland.pl/en/blog/is-your-b2b-company-ready-for-black-friday?hsLang=en) ### [Is Your B2B Company Ready for Black Friday?](https://www.growpoland.pl/en/blog/is-your-b2b-company-ready-for-black-friday?hsLang=en) Piotr Przytula Ten tekst przeczytasz w 7 min [Content Marketing, Strategy](https://www.growpoland.pl/en/blog/12-challenges-of-todays-b2b-marketer?hsLang=en) ### [12 challenges of today's B2B marketer](https://www.growpoland.pl/en/blog/12-challenges-of-todays-b2b-marketer?hsLang=en) Łukasz Kosuniak Ten tekst przeczytasz w 14 min [B2B Marketing, Social selling](https://www.growpoland.pl/en/blog/how-to-smartly-use-the-linkedin-algorithm-in-b2b-marketing?hsLang=en) ### [How to smartly use the LinkedIn algorithm in B2B marketing?](https://www.growpoland.pl/en/blog/how-to-smartly-use-the-linkedin-algorithm-in-b2b-marketing?hsLang=en) Helena Markowska-Fulara Ten tekst przeczytasz w 12 min [B2B Marketing, Content Marketing, HubSpot](https://www.growpoland.pl/en/blog/8-tasks-that-the-grow-team-uses-hubspot-marketing-for?hsLang=en) ### [8 tasks that the Grow team uses HubSpot Marketing+ for](https://www.growpoland.pl/en/blog/8-tasks-that-the-grow-team-uses-hubspot-marketing-for?hsLang=en) Helena Markowska-Fulara Ten tekst przeczytasz w 13 min [B2B Marketing](https://www.growpoland.pl/en/blog/how-to-understand-what-your-customers-are-doing?hsLang=en) ### [How to Understand What Your Customers Are Doing: A Marketing Guide](https://www.growpoland.pl/en/blog/how-to-understand-what-your-customers-are-doing?hsLang=en) Piotr Przytula Ten tekst przeczytasz w 9 min [Marketing Automation, Social selling](https://www.growpoland.pl/en/blog/social-selling-in-b2b-marketing?hsLang=en) ### [Social Selling in B2B marketing](https://www.growpoland.pl/en/blog/social-selling-in-b2b-marketing?hsLang=en) Łukasz Kosuniak Ten tekst przeczytasz w 15 min [B2B Marketing, Content Marketing, Inbound Marketing, Strategy](https://www.growpoland.pl/en/blog/content-strategy-muzzle-or-ally-of-the-marketer?hsLang=en) ### [Content strategy - muzzle or ally of the marketer?](https://www.growpoland.pl/en/blog/content-strategy-muzzle-or-ally-of-the-marketer?hsLang=en) Łukasz Kosuniak Ten tekst przeczytasz w 9 min [HubSpot, AI, Digital marketing](https://www.growpoland.pl/en/blog/what-is-hubspot-loop-marketing?hsLang=en) ### [From Funnel to Loop: What is HubSpot Loop Marketing?](https://www.growpoland.pl/en/blog/what-is-hubspot-loop-marketing?hsLang=en) Piotr Przytula Ten tekst przeczytasz w 9 min [B2B Marketing, Strategy](https://www.growpoland.pl/en/blog/how-to-prepare-a-sales-lead-generation-strategy-in-b2b?hsLang=en) ### [How to prepare a sales lead generation strategy in B2B?](https://www.growpoland.pl/en/blog/how-to-prepare-a-sales-lead-generation-strategy-in-b2b?hsLang=en) Łukasz Kosuniak Ten tekst przeczytasz w 16 min [B2B Marketing, Marketing Automation, Lead Generation](https://www.growpoland.pl/en/blog/lead-scoring.-what-is-it-and-how-to-create-it-in-b2b?hsLang=en) ### [Lead scoring. 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