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Published on January 24th, 2022 | by Dhananjay Tomar

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Emerging Trends in B2B Marketing

B2B marketing has evolved in the past 2-3 years, especially due to the covid-19 pandemic.
As the world is moving faster towards turning into a complete digital ecosystem; as a result, there are a lot of trends in B2B marketing that are emerging. To put this into perspective, B2B companies have increased their digital spending by 23% (approx.) since 2019. Not only that, they are incorporating advanced technology and strategies to attract more leads and close more deals. Hence, one can say that the world is quite literally becoming a result of these businesses’ strategies. So let’s list the major trends and discuss them.

1. AI-driven marketing:

Artificial intelligence is not a new concept. However, there’s always something new about Artificial intelligence itself, and that’s what makes it interesting. With the growing influence of AI, many big businesses are using AI in their operations. Whether it’s fortunate or unfortunate for the human resource, Artificial intelligence leaves less room for error and increases efficiency and productivity. Marketers are now using AI to get more nuanced and comprehensive data to understand their Target audience better. This data is helping B2B marketers reach more conversions and have lessened the work pressure.

AI technology can now draft reports on potential customers’ profiles, ultimately easing the process to formulate a marketing strategy around it. It also suggests the best methods and backs them up with accurate data to engage with clients.

AI is also being directly used to form messages tailored for B2B conversations that allow businesses to operate 24 hours.

2. ABM:

ABM stands for Account-based Marketing, which focuses on B2B marketing and aligns them with Marketing and sales teams. It takes the information abundant digital world and incorporates a level-specific marketing strategy to reach more conversions. In B2B marketing, Account-based Marketing is seen as something that results in an increased ROI and higher retention. The major difference between traditional methods of marketing and this new trend is that it recognizes various levels involved in B2B marketing and various decision-makers in each level.

This advancement in the B2B world has completely transformed how marketing works and has consequently become a common trend. ABM has resulted in higher engagement towards content marketing and is making proper use of information available online.

3. Content Experience:

We live in a world where decisions are based on the content we consume. Most customers read articles, tutorials and judge products and services based on online reviews. This is why B2B marketers have started to pay more attention to this aspect of B2B marketing.

It consists of a reader’s overall experience by consuming a particular piece of content. It includes how the reader or consumer accesses a piece of content, how he feels about reading it, the engagement rate, and how he responds across all mediums and devices. The idea is to be able to include more relevant content and personalize it to enhance the reader’s experience. The growing influence of content marketing in B2B circles is emerging as a major trend. Businesses are now hiring teams instead of a single editor specifically to produce and access the content.

4. Omnichannel or offline to online marketing integration (b2b perspective):

As we all know that B2B marketing is all about generating more leads, so more ROI. Hence it becomes more important for such Businesses to be “Omnipresent,” that is, to be everywhere their potential customers expect to find them and sometimes where they don’t.

But not all businesses have huge resources and funds to put into marketing on Television or cinema. So, Omni-channelling came off as a trend where Businesses focus on putting funds where it’s working for them and reducing where it’s not. This is why huge businesses are paying a lot of attention to putting more money into social media and tools that enhance their strategies.

To help put this Omni-channel technique into perspective, DMA Response Rate Report tells us that at least 65% of marketers use two or more media channels in their marketing campaigns. Other 44% of marketers use three or more.

5. Data Science:

One can’t stress enough how important data is, especially in the B2B world. The more data you have, the stronger you become. Data directly impacts your delivery and marketing strategy. Data science is not a new trend; however, it is highly growing and relevant. Data science is now used to get more information on the business you as a marketer are trying to approach. You must get your data right before you get into a conversation with B2B marketers. Hence, it’s a relevant trend in the B2B industry. Major AI systems are based on data and analysis.

These are the emerging trends in B2B Marketing, and I hope this helps!

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