B2B marketing : Next trends

ABM is here to stay (ACCOUNT-BASED MARKETING)

According to a survey, around 45% of marketers are currently experimenting with or have already integrated account-based marketing into their B2B marketing strategies, and 75% are planning to adopt ABM in the future. The primary objective of ABM is to increase the effectiveness and efficiency of marketing while minimizing investments.

AI is increasing rapidly

In the near future, AI is expected to have a significant impact on several aspects of business processes, including audience targeting, content creation, programmatic advertising, and intelligent decision-making. Business executives consider automated communications as the most crucial benefit of AI, which can provide valuable data for making informed decisions.

Customer experience matters

In terms of purchasing decisions, customer experience is set to become the dominant factor, meaning that consumers will choose to invest in a brand based on the quality of CX they provide rather than solely on products and prices. The fact that B2B marketers are emphasizing a customer-centric organizational structure suggests that marketers will need to focus their campaigns more heavily on enhancing customer experience in the future to boost brand loyalty.

Visual content matters

Video is utilized in some capacity in marketing campaigns by 96% of B2B organizations, with 73% of them reporting favorable returns on investment. These statistical findings reinforce the significance of incorporating additional visual content into your marketing strategy and monitoring the evolution of this marketing trend is crucial.

Marketing automation is real

By utilizing marketing automation, it is possible to create and implement a multi-stage welcome sequence that features dynamic and relevant content. Marketing automation has the potential to aid in the remarketing of products that potential customers have viewed or frequently browsed on third-party websites. Additionally, it enables lead grading and scoring, allowing marketers to monitor and assess leads at every stage of their journey.

Using Personalization to Attract and Retain Customers.

Personalization encompasses more than simply addressing prospects or clients by name in emails. It involves comprehending and acknowledging the different pain points of customers or prospects and providing solutions through various types of content, including website content, emails, newsletters, blogs, videos, infographics, and more. Achieving this requires not only gathering data and insights from the buyer’s past purchase behavior but also evaluating the stage of the buyer’s journey at which the particular prospect stands.

Marketers Can Reap Benefits from Influencer Marketing

With social media platforms gaining popularity as B2B marketing channels, an increasing number of companies are recognizing the importance of engaging micro-influencers to enhance their marketing efforts for improved outcomes. However, as competition intensifies in this arena, the investment in premium influencer marketing will also escalate.