The thought leaders we queried for Demand Gen Report’s 2016 State Of Marketing Automation Outlook Guide pointed to a number of new themes they expect to emerge in 2016, including the increased importance of orchestrating a content experience across multiple channels. As B2B buyers are widening their net when doing research — often turning to peer review sites and social media as they investigate new solutions — our panel of industry experts noted that B2B marketers will pay closer attention to these channels.

Other hot trends identified in the report include:

• The use of data intelligence to formulate more buyer-centric marketing initiatives and create a more personalized approach that mirrors the B2C buying experience;
• A more granular use of predictive analytics in specific areas, such as improving their lead nurturing campaigns; and
• The move toward more interactive and visual content, and how video and audio may be more widely adopted in 2016.

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