2020 B2B Marketing Trends – 4 Essentials Whatever be your business goals for 2020, better results and higher ROI are sure to be constant in the list. The best way to give your business a head start is to leverage the emerging trends and aligning them with your B2B marketing strategies. Here are 4 pillars that are sure to lay down the strongest foundation for your 2020 marketing efforts.
Whatever be your business goals for 2020, better results and higher ROI are sure to be constant in the list. The best way to give your business a head start is to leverage the emerging trends and aligning them with your B2B marketing strategies. Here are 4 pillars that are sure to lay down the strongest foundation for your 2020 marketing efforts.
Lead generation is one thing most B2B marketer rank as their topmost priority. And what better way than content marketing to garner more leads? According to a report by Content Marketing Institute, 83% of B2B marketers use content marketing for lead generation. But the content created usually does not reach new audiences beyond the mail list and followers. The way to go in 2020 is targeted content syndication for lead generation and effective funnel management. Content Syndication refers to publishing your content on different third-party websites. This way B2B marketers can reach new audiences with their content, generate leads and nurture them efficiently along the sales funnel. Another good way to do this is community-based content marketing. B2B marketers can leverage the increasing popularity of niche communities by establishing thought leadership to influence their perfect target audience.
Email Marketing is the only digital marketing tool that has stayed unaffected by the game of platform algorithms. SendGrid’s annual 2019 Email Benchmark and Engagement Study shows consistent engagement across all metrics over the last four years alone. It is one platform that lets you own and grow the audience and has immense business potential. It lets you influence and lead your target audiences across the funnel for consistent engagement resulting in improved conversions and ROI. With 3.9 billion active email users who spend around 2.5 hours daily browsing emails (read more here), and an estimated ROI of 38:1 (as per a report from Litmus), email marketing can promise a better 2020 to B2B marketers. Personalization and AI integration can be used to strengthen email marketing strategy.
Once a B2C marketing star, partnership marketing is gaining grounds as a result oriented B2B marketing strategy. As the name suggests, Partnership marketing refers to the strategic collaboration of two marketers in improving their value proposition and achieving their aligned marketing goals. In a B2B scenario, this partnership can be seen in co-creating and publishing content, affiliation or distribution. According to this report, as only 24% of B2B marketers are using partnership marketing, you can get a first-mover advantage and great results. Partnership marketing has huge potential in widening audience reach and is an area your 2020 marketing strategy should look at.
As remarketing and cookie tracking gets off the charts, B2B marketers must rely more on understanding consumers and their behaviour. This makes intent based marketing very important in the qualification and conversion metrics. Direct or third-party intent data can be used as a way to identify and entice prospects who have an interest in a particular product category. Knowing their intent and urgency of need can also help push relevant content to guide them through the sales funnel for enhanced conversion. In 2020 B2B marketers have to emphasize on being in tune with their customers’ profile and their purchase behavior.
Our business environment is a volatile one, the calendar has turned a page and your B2B strategy will need to as well. So, don’t ditch these promising trends and set the scene for a power-packed 2020 marketing strategy.
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