Can you believe that we only have 6 more months left until 2020?
I know! Time is flying by. That's why it's so important we take a step back to analyze our marketing efforts.
Are we achieving the goals we set for ourselves at the beginning of the year? Are we addressing new trends?
If you're a marketing leader searching for B2B marketing trends to implement now (or keep in mind for your end-of-quarter proposal) you've come to the right place.
Top 5 B2B Marketing Trends to Follow in 2019
1. Sales & Marketing Alignment
This is key. In fact, we created an eBook about it that you can download here:
How does it work? Simple.
Marketers involved with lead nurturing pass off qualifying leads to sales, who take the next step & foster a relationship with that lead (pushing them further down the funnel!)
LinkedIn found that 58% of companies said this collaboration helped in retaining customers and 54% said it helped increase overall financial performance.
Collaboration between both teams is critical to success. That's right! Critical!
As far as B2B marketing trends go, if implemented correctly, this one will strengthen your team and produce incredible results.
2. Account-Based Marketing (ABM)
Put simply, ABM approaches the individual prospect or client as if they're representatives of their very own, unique market.
The marketing team develops campaigns that target the members of that account, rather than an entire industry.
According to Brafton, ABM delivers a 97-percent higher ROI compared to other marketing activities – but only 20-percent of B2B companies have implemented this strategy in their campaign.
For B2B's with “long, complex sales cycles that often involves many stakeholders and transactions”, ABM proves to be a better way to generate more leads.
So if your firm falls into that category, jump on this effective B2B marketing trend this year!
3. The Power of Video
Video is king. At least, that's what the following stats indicate.
Video content not only makes up the majority of internet traffic, but is also “forecasted to grow to 82% of all internet traffic by 2021” according to Cisco's annual VNI forecast.
Google found that “70% of B2B buyers and researchers are watching videos throughout the buyer’s journey.”
So why not follow this B2B marketing trend & give the buyer what they're looking for?
Develop videos that tell a story! Highlight your brand and product by fine-tuning your message and watch as it drives traffic to your site!
4. Re-emergence of LinkedIn
LinkedIn has always been a great platform, but with the rise of social selling, it has grown its user base tremendously over the years.
LinkedIn now has over half a billion members, 40 million of which are key decision-makers, & is the most used social network for Fortune 500s!
Why not develop a marketing strategy that'll increase your company's LinkedIn presence? With LinkedIn Ads & Analytics, there are no shortage of ideas and activities you can perform using this platform.
Generate more leads, referrals and watch your business grow!
5. AI & Machine Learning
Everything we do revolves around data-driven marketing!
But processing the vast amount of data we collect is no easy feat. That's where AI comes in.
Analytical tools process and report the information they collect from our target prospect – helping us, as marketers, decide what to keep doing and where to pivot.
And, tools such as chatbots, voice search, and even VR are being used to improve customer experience and interaction!
eBook – Driving Innovation: How to Foster a Culture of Innovation Within Your Team
In our fast-moving culture, innovation keeps businesses alive. And within businesses and teams, only innovation can keep you relevant.
But as organizations grow, innovation can become difficult and even scary. When things are working, it’s hard to rock the boat. And as you grow, the costs (and risks) of innovation increase.
That's why we created this eBook. We want to help you foster innovation and focus your attention in the right places.