As 2019 approaches, I generally like to reflect on how this time of year should always go beyond celebrating any one specific holiday. Instead, the focus of the season should really be about recognizing family, tradition, and the contributions we’ve made both personally and professionally throughout the year. That said, from a professional standpoint, one of my 2018 proudest moments has undoubtedly been our latest product release, featuring one of our most comprehensive enhancements: Content Sites.
The killer new functionality enables the creation of branded content-based microsites, that can be embedded into a web page or deployed as standalone and supports a large scale of content assets. Additionally, the content can be formatted to dynamically shift, as well as become personalized, based on a specific customer segment, account or individual. Or as our co-founder and chief product officer, David Brutman, explains, “… the experience is like an account-based microsite — every account gets their own message and digital experience that can be measured later.”
An account-based microsite?! Now, while we mustn’t lose sight of the point of the season (as I mentioned above), there really isn’t any harm in getting excited about this lovely new Folloze ABM gift to you – now is there? No? Ok, good. Well, in order to get you even more excited and as we say here at Folloze, "we drink our own champagne" we've created a dedicated 2019 Predictions Content Site, complete with benchmarks, trends and predictions by some of B2B technology’s most notable thought leaders and institutions.
Let’s take a tour, shall we?
When you open our Predictions Content Site, you’ll notice you automatically land on portion of the site we’ve entitled Strategy. On this “landing” or “home” page, we’ve identified strategic content that will benefit any members of the “ABM Trifecta” in targeting, reaching and winning their top target accounts. As you’ll notice, the MarTech Today predictions article, “5 essential strategies B2B marketers must master in 2019” is a highly viewed piece of content on the site. My favorite 2019 strategy highlighted in this article?
“PRECISION: Accurately defining ICP and identifying best account opportunities…. It’s important to start with precision. Focus first on identifying a smaller universe of accounts and roles and then expand results, rather than relying on random acts of marketing where you target everybody…”
As you traverse the site, Content is the next delineated section you can navigate to, and here we’ve included the best in content marketing predictions for 2019. While the Content Marketing Institute interviewed and aggregated predictions from over 85 field experts, the following one particularly stood out to me:
“Smart content marketers will be creating content hubs (instead of blog posts) around their main topics to build both brand and SEO through content.” - MARK TRAPHAGEN, Content Strategy Director, Perficient Digital
The next section we’ve curated on the site is the best in advanced technology trends and predictions for marketing in the upcoming year. Think AI, blockchain, bots, predictive algorithms, etc. – you name it. The Customer Think article entitled “AI 2019 – A View Into the Glass Bowl” by Thomas Wieberneit offers an interesting perspective:
“For every task or offering the most efficient user interface needs to be offered. For some, this may be chat, for others voice, touch, or an AR overlay. Likely it will even be a combination.”
Today, with the initial sale as simply the beginning of the customer lifetime journey, the role of sales has truly evolved and expanded. As such, we offer a selection of sales predictions in the subsequent section of our Content site. Of OpenView’s “Five ‘Not-So-Obvious’ Sales Trends for 2019,” the following resonated with me most:
“The Rise of Feedback… In 2019, curating feedback from across the web, and arming sales to be prepared with it proactively will become as important as knowing what your competitors are saying about you…”
As leading organizations continue to look at customer lifetime value holistically and move to a “Bow-Tie” funnel approach, it’s no wonder that we’ve concluded the site’s tour with a section on Customer.
If you are unfamiliar, the Bow-Tie methodology can be thought of as an infinity loop for marketing efforts, whereby all departments in an organization treat an existing customer like a potential buyer. As a result, a continually positive and engaging customer experience is imperative. The Forbes byline by Blake Morgan “Five Trends Shaping The Future Of Customer Experience In 2019,” does a great job of highlighting this important evolving trend:
“Today, companies are thinking about customer experience in everything they do, from hiring and leadership development to marketing, supply chain, logistics, IT infrastructure, product design and continuous improvement for the entire business…Companies that have a small team dedicated to customer experience could be in trouble. Every single department must by completely focused on customers, no questions asked…”
Has our 2019 Predictions Content Site intrigued you yet? Well, heat up some hot coco (or chill some bubbly), grab your fuzzy slippers, pull open our complete 2019 Predictions Content Site, and settle in for some more insightful B2B technology reading that is sure to set you up for success in 2019 – and beyond.
Cheers and Happy New Year!