B2B marketers need to embrace the acceleration of digital and artificial intelligence and automation and focus on the customer. Find out how to stay competitive.
As a result of the COVID-19 pandemic, B2B marketers have made many adjustments and reconsidered their strategies and processes. As a result, the B2B marketing landscape now looks different from the beginning of last year. The pandemic accelerated and brought a number of trends to the fore, leading marketers to see other trends in a new light.
Let’s look at the five trends that B2B marketers will see in the coming year (and possibly beyond).
1) The acceleration of digital
Since face-to-face opportunities are not an option, marketers have turned to virtual opportunities, digital marketing channels, and video to communicate with customers. More than ever before, online content has become the name of the game: emails, blogs, webinars, and more.
According to the CMO survey in June 2020, 85% of marketers surveyed saw customers open new digital offerings during the pandemic and 84% saw excellent digital experiences.
While digital tactics used to be just part of an overall strategy, B2B marketers need to use more digital focus to stay relevant and competitive.
2) The importance of content marketing
With digital acceleration, content marketing is also becoming increasingly important as customers and potential customers consume more and more digital content. What kind of content do people respond to?
In August 2020, Statista found that 27.2% of viewers worldwide watched more than ten hours of online video per week.
Short, informative videos can provide a clear and powerful point of view.
However, videos are not the only option. Webinars replace live events during the pandemic. According to statistics from Edison Research and Triton Digital, the average podcast listening time for an American 12 and older has increased to 6 hours and 39 minutes by 2020.
Infographics, questionnaires, surveys, and other interactive content can help your brand stand out and the use of virtual reality (VR) or augmented reality can help your audience understand your brand.
The written word also remains important as a B2B marketing link or as a blog post and as a leadership post. As more online content is produced, more investment and emphasis needs to be placed on SEO and SEM, especially in three main areas:
• Semantic search: a search that focuses on the meaning of search queries, rather than just matching keywords
• Research intent: the main purpose of an investigation
• Voice search: use a voice command to search
3) AI Marketing and Marketing Automation
Art, machine learning, and automated marketing tools help marketing teams do more with less, reduce budgets, and increase their reach. It can help with focus, segmentation, personalization, counting, predictive analytics, and even content generation.
According to Statista, the global AI software market will grow 54% year over year. Ultimately, it will reach approximately $ 22.6 billion, with wide acceptance in the corporate world.
More and more organizations will use artificial intelligence and automation instead of falling behind in the competition.
4) Customer-centric marketing builds customer relationships
COVID-19 has forced many marketers to focus on providing useful information and solutions to customers, rather than just generating insights. Empathy fueled their outreach efforts and how they approach the customer experience (CX).
Marketers have also focused on retaining current customers rather than acquiring new ones. Retention marketing has played an important role in engaging current customers and building a deeper and lasting relationship with them.
Personality and relevant content help show that marketers understand customers, their weaknesses, and what they are going through. This can be based on the existing business relationship as well as on account-based marketing (ABM).
5) Account-based marketing is more common
Rather than recruiting a large network and reaching an entire industry, professionals working at ABM focus their marketing and sales efforts on just a few key customers. This allows for more personalization and individualization of marketing opportunities, which can help drive more conversions.
However, a Terminus survey in 2019 found that 23% of respondents do not have an active ABM program. In 2020 the number has fallen to 5.8%.
In recent years, however, ABM has become more familiar with maintaining marketing, which also has a higher priority (as noted above). Since ABM only serves multiple master accounts, merchants and merchants can only count on improving and strengthening their relationship with the accounts.
Success in such a business requires not only an alignment between sales and marketing but also an integration and a dedicated effort to be with customers in difficult times and provide tailor-made solutions and answers.
B2B marketers must accept change
By 2020, many B2B marketers will have twisted and changed their strategies. Agility allows them to change and adapt their approach as needed. However, B2B marketers should always look at their analysis and see how they can improve, what works and what can be given up.
Using A / B and multivariate testing, they can see which content audiences are responding to and which are not, which channels they prefer, and presentations and information that interests them. He can show marketers when to change direction.
A B2B marketer can always improve and strive to communicate better with customers. They need to know their audience with the data they have and always ask what they can do to help.