The job of marketers is never done, as new email list technologies are released and new trends in strategy emerge regularly in the industry. In 2017, we brought a share of the trends, including trends that are unique to inter-company companies. For everyone who likes to stay in the loop, we share our view of the biggest "Things" in this year's b2b marketing. This blog post is part of the "Definitive guide to lead development" blog series. Employer branding over the last decade, the internet in general, and social media, have become more and more in the hands of consumers, especially executive branding. Developing high quality products is no longer enough to lead the market. Whether it's large-scale sustainability or a positive review of glassdoor, selling your corporate image is just as important. Employer branding is an internal culture that a company creates based on a "Brand story" and brand value. It's not just a public image, it's also good for attracting talented employees to the company and motivating existing teams. If the employer actively controls the email list employer's brand, 69% of active job seekers may apply for a job. Harvard business review, on the other hand, reports that a bad reputation can result in a salary of 10% or more per employee compared to a reputable competitor. Your employer's brand may sound like an hr job, but it's actually very marketing related. Collaboration between the two departments ensures critical brand consistency, and content created by marketing for channels such as social media must be in line with talent goals. Marketing can also provide hr with insights on email list several key areas, such as talent segmentation (similar to client segmentation) and technical know-how. Native advertising native advertising is paid online material that is "In-feed", uninterrupted, similar to editorial content, but aimed at promoting the advertiser's products / services. Basically, native ads blur the line between advertising and content. This type of advertising is gaining popularity among content marketers because it increases prospective customer confidence in the enterprise over traditional display advertising. Examples of native ads include advertised twitter posts, suggested posts on facebook