1. Business focused on customer experience
If there is one business concept that permeates virtually every industry, both B2B and B2C, it is customer experience. While B2C companies realized this years ago, it is only recently that the B2B restaurant email list sector has recognized that to be successful in business, it is necessary to work with a customer-centric approach.
In fact, implementing a customer-centric marketing strategy is becoming less of a choice and more of a necessity . Why? We’ve seen a shift in B2B industries from a funnel approach to a flywheel approach. This means that the idea of nurturing a customer’s dream, making the sale, and then never speaking to them again is being left behind, making way for the idea that every product or service revolves around the customer in the hopes of delighting them and getting them to continue doing business with your company.
2. Mastering Video Marketing
Video has been on marketing trends lists for several years now—and for good reason. Video content currently accounts for a majority of internet traffic and is expected to grow to 82% of all internet traffic by 2021. Google research found that 70% of B2B buyers are watching videos during their journey. Video is a powerful storytelling medium that B2B companies can use to convey their message for a variety of purposes, including corporate videos, product videos, success stories, customer testimonials, to name a few.
3. Account-Based Marketing and Sales
Account-based marketing (ABM) has been a hot topic in B2B marketing over the past few years, and it gained a lot of traction in 2018. Research shows that 92% of companies recognize the value of ABM , going so far as to say that it is “the marketing that B2Bs should be doing.” For B2B companies with long, complex sales cycles that involve many stakeholders and typically high-value transactions, ABM represents a more effective way to generate new business than relying solely on inbound marketing approaches to generate leads.
B2B marketers are realizing that marketing to large numbers of people doesn’t result in quality sales opportunities. ABM is quickly becoming the B2B strategy of choice because it truly aligns sales and marketing while focusing your teams on the highest-value accounts.
If you’re not familiar with Account Based Marketing , we have an article that explains its essence in more detail. However, we can say that what makes ABM so effective for B2B companies is the way it combines strategic insights and technology for execution. Marketing teams that understand these new strategies will be in a powerful position to better align with sales needs and make smart choices at the right time to help them grow high-potential accounts.
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4. Maturity of content marketing
Content marketing has been the darling of B2B marketing for over a decade. However, the latest research from the Content Marketing Institute and MarketingProfs found that only 42% of B2B marketers consider their company’s content marketing to be mature or sophisticated.
In 2020, B2B content marketing will return to its roots—seeking to “create and distribute valuable, relevant, and consistent content to attract and retain a clearly defined audience.” So, look for less emphasis on sheer quantity of content and more focus on creating quality, original content. Additionally, more companies will be guided by strategic content marketing plans that direct efforts in a much more intentional way.
Content Marketing Trends for 2020:
Greater investment in content production in video format;
Live streaming events as an alternative to webinars;
Diversifying content formats to include a broader mix, including podcasts, interactive assessments, and mobile-friendly content;
More attention given to influencer marketing.
5. New technologies
You can’t put together a list of B2B marketing trends for 2020 without mentioning emerging technology trends like voice search, artificial intelligence (AI), chatbots, virtual and augmented reality (VR & AR), the Internet of Things (IoT), and many others. For many B2B marketers, these emerging technologies are incredibly abstract, and their direct application isn’t always obvious.
And while there are certainly examples of these emerging technologies being leveraged by B2B companies, 2020 will see many companies experimenting with how to leverage these technologies to their advantage:
Voice search optimization to take advantage of the growth of personal assistant devices;
Chatbots for sales and services;
Use AI to filter data, identify trends, and provide additional insights into customers/buyers;
Virtual reality being used to sell customers and prospects the “try before you buy” experience;
IoT devices that provide user insights into a wide variety of things, from energy meters to sensors embedded in retail locations to track traffic patterns;
These are just a few examples of how emerging technologies can benefit B2B marketers in 2020. To stand out in such a competitive market, you need to constantly seek knowledge and updates. Industries that do not reinvent themselves and follow a single standard of communication and service will lose prominence in the coming year.
Therefore, being aware of the main marketing trends and applying them in your next strategic planning is vital for your success in 2020. The correct use of these strategies will guarantee assertiveness and modernity for your industry.
