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If you need to reach business decision makers today, you need to stay current on the latest and most disruptive B2B marketing trends.
We’ve got the top 5 that you need to know about and embrace.
Let’s explore those now.
#1) AI & Machine Learning
In the continued pursuit of automation to manage the increasingly complex nature of marketing, B2B marketers double down on AI (artificial intelligence).
Through it, companies further streamline the all important customer experience. Through chatbots they will:
- Engage customers
- Resolve challenges
- Respond at the right point in the buyer’s journey to close the deal
- Negotiate prices
And if you’re thinking that this would be the opposite of a seamless customer experience, think again. Because of the machine learning aspect, the bots continue to get smarter.
But there have been hiccups.
Case in point, Facebook recently had to shut down two robots who were teaching themselves to negotiate. With no incentive to negotiate in English, the bots quickly developed their own negotiation language.
#2) Predictive Analytics
In line with improving the customer experience, through predictive analytics marketer’s track consumer behavior and quickly adapt. They can meet business leaders exactly where they are on the buyer’s journey.
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Using tags (cookies), we can now follow non-descript users through the buying experience to determine:
- Which methods are most effective
- The cause and effects in the decision making process
And to:
- Combine predictive analytics with AI and machine learning to instantly respond when the time is right (e.g., re-targeting/re-marketing ads)
- Create a flawless customer experience
- Track and learn from customer-identifiable tags on key clients
#3) Optimizing Social Focus
Digital marketing has opened up new venues to reach decision makers when their guards are down. Social media has been this venue. That’s not going away.
But through greater data collection and analysis — such as that listed above — marketers are better able to track their ROI on the various social channels. In other words, it’s clearer where the highest number and most qualified leads come from.
This is unique to each business — and no, it’s not always LinkedIn for B2B marketing.
With this data, marketers narrow their focus and double their efforts on the channels that have the greatest ROI.
They find that the best B2B marketing strategy is a lean and optimized one.
#4) Visual/Interactive Content for B2B Marketing
Long form content like white papers and reports have their place in B2B. But for some time, B2B has lagged behind B2C, thinking that visual content and interactives aren’t as important.
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They’re now realizing the importance of these forms of content and finding new ways to integrate them into their strategies.
#5) Channel Integration
While marketing campaigns focus on running leaner through optimization, they’re broadening in some areas. Enter channel integration.
With the improved technologies listed above, they’re better melding their various marketing channels and strategies. The result is one seamless strategy.
While each has its distinct focuses and purpose, this concept unites marketing strategies into one unstoppable force. These once distinct pieces are now coming together.
- Landing page optimization
- Pay per click (PPC)
- Reputation management
The world of B2B marketing is changing fast. We’re finding new ways to reach decision makers at exactly the right time in exactly the right place with the perfect message. We’re realizing the importance of their experience in the decision making process.
What would you add to our list of trends? Comment below.
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