Folloze Provides 2017 Outlook on B2B Marketing & Sales Industry

Folloze, an Account Based Marketing (ABM) Sales Platform, today shared its 2017 outlook for the B2B marketing and sales industry. According to recent research by McKinsey and The Corporate Executive Board, the B2B buying process is changing significantly. Buyers are the ones increasingly driving the process: they have access to immense amounts of information, which creates more pressure on sellers to deliver value. The process is also moving from linear to circular and complex, with more people and departments involved. At the same time, vendors now have access to more detailed data about their audiences, from profile information to behavioral analytics, which allows them to better target their buyers and provide more relevant and valuable information. This is driving new approaches in sales and marketing tactics. Marketing is also facing increased pressure to directly impact revenue, and is being measured against stricter financial benchmarks each year.