The digitalization of most processes has not passed over B2B marketing. e-marketing and social media have not only transformed B2B communications but also transformed how business itself is conducted. Yet technology is changing by the day. In this article, we discuss what the future might hold for B2B marketers.
Personal Tracking Becoming a Reality
It started out with Google Maps and was closely followed by Uber. Now, we see a future where your online searches are likely to manifest themselves in the real world. Imagine driving and catching a view of a digital billboard of the lovely pair of shoes you just checked out online. Now imagine what this personalized online-to-offline experience could mean for B2B marketing! C-level buyers, who are notoriously hard to reach, might see personalized adverts for your products and services in their first class lounge at the airport. Just think how much more targeted and effective your B2B marketing might become.
Huge Data Bringing in Useful Intelligence
Large data can be terrifying if not tedious to handle. Nonetheless, using innovative software and artificial intelligence, businesses are able to analyze and interpret large amounts of data to draw near accurate findings. Such data could help businesses strategize,determine the best customers to engage with, identify ways to get more of these, and also give the marketing departments insights on weaknesses and strengths in their campaigns.
Focus On Brand Creation
More businesses are slowly realizing the need to be more of a ‘real’ person rather than just focusing attention operating all manner of corporate social media accounts. In other words, future B2B marketing calls for a business to operate more like a B2C brand, creating a likeable brand persona that helps companies to make a real emotional connection with their clients. To that end, B2B brand will in future reach out to their end users to create a brand preference and direct communication channel. This approachability will ensure both customers and businesses benefit from transactions.
Account Based Marketing
In most B2B industries, you will find companies generate 80% of their income from 20% of their clientele. Since this is much more effective and has a greater ROI, individual campaigns will become more common which will be developed for ‘markets of one’. This will see firms undertaking less marketing and getting better returns compared to mass market campaigns.
Having mentioned all the above trends, it is crucial to understand that transformation takes time. It would be fatal to try and dive into all of these methods all at once. Slow adoption would be recommended: put the methods to trial and test them to know which works best for your B2B marketing tactics. You need to step out of the traditional B2B mindset if you haven’t already and start recognizing your B2B customers in the digital space as consumers too. Remember all these trends are possible mainly through technology – you, therefore, need to have fully embraced technology and all it has to offer. Failure to do so might be the downfall of your company – as the digital winner is set to own the future.
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