B2B marketing, like any other area of marketing, evolves rapidly and continuously. Nowadays, it is of utmost importance to develop a digital marketing strategy , for example.
Because if your company does not have an effective online presence, your competitive edge will be further away from being achieved, since your competitor already offers communication through digital channels.
Every year, trends and best practices are updated, which is why it is necessary to work hard to keep up with them. Always being up to date with the latest developments in the world of marketing is the ideal way to formulate effective strategies that increase sales or achieve other company goals.
Marketing strategies aimed at the B2B market must establish an appropriate identity and positioning . In B2B digital marketing, authority must be strengthened with technical knowledge, leadership and reference, which are essential factors in an effective campaign.
B2B
Even though it is an old expression, B2B still causes doubts for those who deal with it. Understand the concept:
B2B (Business to Business):
This acronym is used in e-commerce to define commercial negotiations between companies – whether they are distributors, importers, manufacturers or resellers – through a structured digital space (a platform). The acquisition of the product or service can be through consumption, resale or transformation.
B2C (Business to Commerce)
This acronym refers to commercial negotiations between vp quality email lists companies and the end consumer, also through a digital platform. Generally, this acquisition occurs through consumption.
5 Marketing Trends
When thinking about marketing strategies for the B2B market, one should imagine it as a business meeting between companies and their partners. Working with digital marketing today is a matter of survival and B2B strategies are part of this reality.
Companies that do not use digital marketing strategies have great difficulty maintaining a positive – and profitable – relationship with their audience. The result is that competition grows at a speed that makes it increasingly difficult to keep up.
Defining appropriate digital marketing strategies in 2017 will mean using the tools already known, but in a more studied way, always aiming for the quality of increasingly personalized content.
Discover the five B2B marketing trends that will come into full force in 2017:
1. Process automation
Process automation has been gaining momentum in many areas. Using the potential of different technologies to help companies achieve greater production capacity is a practice that has been in place for years.
For the marketing sector, automation allows actions that were previously performed manually to now be carried out automatically. This way, those who work in marketing have more time to engage in relationship-building activities. Planning loyalty strategies for B2B is an example of this.
2. Information architecture
Information architecture concerns the structural design of shared information environments. That is, the way in which digital communities, intranets, landing pages, websites and software are presented.
Ease of navigation is increasingly valued, as the more intuitive the design of the digital channel, the greater the tendency for the user to remain on it for longer.
2. CRO – Conversion Rate Optimization
Conversion Rate Optimization is the process of developing an experience for visitors to a website or blog in order to convert them into customers. Conversions can occur on any website.
Whether you already work with Inbound Marketing or not, applying CRO techniques means making your company have a better brand image and be more profitable.
3. Mobile devices and applications
The number of users who access websites via mobile devices is already the majority of the total number of Internet users in the world today. Knowing this, it is very important that marketing strategies focus on this user profile, as it is through mobile devices that potential audiences find the company.
It is essential to invest in responsive design, fonts with larger typography and websites with shorter loading times, for example, so that the visitor experience is satisfactory.
People who access the Internet via mobile devices spend more time using apps than on websites. The advantages of using apps include ease of use, lower access costs and the possibility of offline access. People generally download apps to have their favorite content in the palm of their hands, whenever they want.
4. Inbound Marketing
“New marketing,” as it is also called, is a smart way to establish a strategy to build customer loyalty and increase overall sales. By applying Inbound Marketing techniques, a way is developed for customers to find the company and become interested in it.
Inbound Marketing strategies combined with the aforementioned CRO techniques will make conversion rates increase much more.
5. Personalized service
In B2B, personalized service is just as important for those who aim to approach the end customer. Legal entities take customer service into account when making purchasing decisions with their partners.
For this reason, more and more companies are investing heavily in techniques that ensure satisfactory customer service experiences for other companies with which they do business.
It is therefore clear that B2B marketing trends for 2017 focus on the best possible experience for each user, in order to increase conversion rates and customer loyalty. How are your B2B strategies? Rethink your actions now to start the year ahead of the competition.
