As technology continues to shape the way people do business, so does it affect the means by which businesses market their products and services. The last 10 to 20 years saw a digital revolution, with data and information driving change. With the yearend just around the corner, businesses are once again gearing up to find out what new marketing trends and topics will impact their marketing strategies. B2B marketing in 2020 is set to evolve and influence how businesses reach their customers. For B2B businesses who are considering to implement new strategies for B2B marketing in 2020, here’s what you need to know.
Why you need to boost your B2B marketing in 2020
Marketing strategies are ever evolving, just like the technologies that drive them. B2B marketing in 2020 will be as technology-driven as it was before, and even more. Businesses will move away from merely implementing strategies into analyzing performance and extracting information on how to operate better.
Performance insights will become key in determining your strategies for B2B marketing in 2020.
The great thing about marketing technologies is that it comes with a set of tools to track performance over time. A simple B2B marketing campaign can be developed, with tools and analytics measuring clicks, engagement, and other digital metrics that matter to your company. In 2020, expect insights to play a big role in how businesses will develop strategies moving forward. 2020 will see businesses taking the next step and using insights to optimize performance and improve marketing and sales results, as per B2B Marketing Zone. These insights begin with data and today, businesses are already gathering an extraordinary amount of data on their target audiences and buyers, enabling them to know who they are, what they need, and when they need it. Data also tells businesses which campaigns and messages audiences respond to the most and which ones convert audiences to buyers the most. This same data can also tell businesses how to improve marketing campaigns. B2B marketing in 2020 will see data visualized and organized in a way that it’s easier to interpret. With these tools in hand, B2B businesses like yours will be able to develop better, smarter strategies that will target your marketing goals more precisely.
Content marketing will evolve into different formats to better benefit lead generation.
Content marketing has proven to be an effective tool in catching and keeping an audience’s attention. The reason? Marketers today create content based on what their audience needs. In turn, audiences find value in the piece of content and share it to people with whom they believe might find value in it too. According to the Content Marketing Institute, providing value to audiences helps develop a bond between a brand or a company and their audiences, who eventually become buyers because of the business’ reliability. Their content, which is designed to provide information, answer a question, or solve a problem, creates value for an audience. This is how businesses build credibility. In fact, CMI reports that 68% of marketers have used content marketing to build credibility with their audience. Taking this idea further, segmentation and personalization helps businesses like yours create content that is specific to a group of audiences’ needs. It may be employees at a certain managerial level or C-suite professionals. Segmentation and personalization allows B2B businesses to know who their audiences are and what exactly they are looking for, to accurately provide valuable content for these segments or groups. This is how higher quality leads are generated. B2B marketing in 2020 will see content evolving depending on the needs of audiences. Video has become a popular format in the recent years and will continue to see an uptick next year.
Social media will boost a business’ digital presence.
A business’ digital presence is primarily defined by how effective and optimized your website is and how effective your social media is in engaging audiences. This is why a B2B business needs a social media strategy. If your business is just starting out with social media, it’s best to tap into LinkedIn, where over 500 million professionals are waiting to engage with your brand. Social media has been proven to be effective. In fact, Demand Gen Report reveals that as much as 80% of B2B leads are generated from LinkedIn alone. Social media strategies must go hand in hand with your content marketing strategy, as social media is one of the several ways you disseminate your content to your targeted audiences. Social media tools and analytics are also available to further help you segment your audience and personalize content for such segments.
If you are looking to boost your B2B marketing in 2020, get in touch with an experienced marketing professional today.