SUMMARY
Marketing, in general, aims to achieve a variety of goals, ranging from delivering prospects to ultimately increasing sales
A well-rounded B2B marketing campaign is key to capturing prospective customer acquisition and retention
Read more to find out the latest buzz and trends in B2B marketing today
The significance of B2B marketing in today’s business cannot be overstated.
Businesses become acquainted with your company, brand, and the value of the products or services you provide as a result of B2B marketing, and this can translate into customers for your company. Marketing, in general, aims to achieve a variety of goals, ranging from delivering prospects to ultimately increasing sales.
Simply put, the main distinction between B2B and B2C marketing is the two distinct target audiences. B2B marketing focuses on providing services to other businesses, whereas B2C marketing focuses on the needs of the customer. Although B2B and B2C marketing are similar, there are several strategic differences in terms of sales volume, strategy, goals, incentives, drivers, price points, timelines, and, of course, processes.
So, what’s the latest buzz in effective B2B marketing today, you may ask? Here are a few top outcome-based trends that must be highlighted.
Automation
Over 50% of demand and account-based marketing (ABM) marketers leverage conversation automation in their tactic mix. That sweet spot in terms of optimised interactions and delivery mechanisms will be reached by the synchronisation of marketers and machines through the use of artificial intelligence (AI).
One can use AI to improve internal process efficiency, identify and enable members of buying and retention groups, and drive accuracy and scale. AI is being used to coordinate conversations between human and non-human participants across technologies and tactics.
As a result, B2B companies can effectively identify and engage with buyers. While mobile apps are widely regarded as the primary means of delivering automated conversations in professional and financial services, virtual events are gaining traction in manufacturing.
Handpicked Marketing Tools
As of 2020, it was said that marketers could choose from a selection of over 8,000 marketing tools. In this day and age of decluttering, it makes sense to take a step back and weigh the pros and cons of any tool before implementing it.
It is not necessary to pursue every new option that becomes available. Price and specific results are important factors to consider when selecting a marketing tool. Choose tools that can perform multiple functions. And, by all means, stick with older models if you believe they serve the same purpose as newer models.
Video Marketing
It’s no surprise that video content has surpassed text-based content in popularity. The reason for this is that millennials, who are now viewed as the most influential B2B decision makers, watch and engage with a lot of videos on their mobile devices.
Incorporating video links into blogs, for instance, has been shown to attract three times the number of inbound links and time spent on a website.
Use Emerging Technologies Such As VR, AR
Many businesses today are unafraid to use emerging technologies like Virtual Reality (VR) and Augmented Reality (AR) because they are the best ways to provide potential customers with an immersive experience of your product or service. Customers, too, value daring new digital conversation delivery channels for learning about new offerings.
Personalisation
With so much data available, personalisation of communications in B2B campaigns is a must. Using audience-centric personalisation, one can engage with a potential client in a more meaningful and effective manner. This will cater to their specific tastes and needs, and while it will require significantly more effort, the end result will be worth it.
Email Marketing
Email is still the preferred method of communication for 87% of marketers with current and prospective customers. In terms of efficacy, 80% of IT companies state that email marketing has the greatest positive influence on customer acquisition. In fact, email open rates on smartphones account for 41.6%, while desktop open rates have fallen to 40.6%.
A well-rounded B2B marketing campaign is key to capturing prospective customer acquisition and retention. Adopting modern processes will undoubtedly improve your consistency and efficacy.
