The B2B industry flourishes by capturing the interests of the buyer personas based on their past buying preferences & researching habits, their demographic, firmographic, technographic & psychographic data. The B2B marketers, then hyper-target the prospects through several marketing campaigns & eventually, convert these potential buyers into their actual customers to accomplish their ultimate bottom-line goals such as an optimized Return on Investment (ROI), optimized users’ experiences & optimized sales revenue. The vivacious part of the business is that the research methodologies of the potential buyers change frequently & so does their interest.
John Jantsch, Marketing Consultant, Speaker & Author quoted the importance of improved personalization as follows:
“Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.”
A detailed buyer persona is essential for helping marketers identify ways to use targeting in the marketing & drill down into a more specific niche market.
The B2B marketers constantly endeavor to keep abreast with the changing dynamics of the industry, as missing out on any of the latest trends may pose a threat to the marketers – to be left behind their counterparts from the industry. Following the keywords which are being repetitively researched by the prospects, the marketers can architect their content strategies.
Brenda Stolz, the president of Adiad Partners, recently interviewed B2B industry experts to deduce what is relevant to the B2B marketers & what’s not.
Let’s delve into some of the hottest marketing trends within B2B dominion which help the marketers with client acquisition, engagement, conversion & retention.
1. Serving Personalized Pieces of Content:
Gone are the days, when sending a personalized content or email to the potential buyer was merely defined by addressing the customer by his/her right name.
Brandi Smith, VP of Demand Generation Marketing at Uberflip, stated that in the era of Account-Based Marketing (ABM), the marketers must serve hyper-personalized pieces of content to the potential buyers, to engross their attention, resolve their queries & generate greater revenues from their marketing endeavors.
Furthermore, she also advocated the use of artificial intelligence (AI) & machine learning (ML) techniques to narrow down the interests of the buyer persona, so that they can be delivered with the hyper-personalized pieces of content resonating with their pain points; without the violation their personal securities or making them feel vulnerable about the processing of their data.
2. Cutting Down The Clutter:
According to Nissar Ahmed, senior director of Demand Generation at Atomic Research, helping the users overcome the noise of the Internet of things (IoT) lies at the heart of directing them to the conversions.
He emphasized on leveraging data from buyers’ journeys to serve users with hyper-personalized pieces of content. He supports the segmentation of buyers based on their demographic, firmographic & ‘fit data’ to better analyze each cluster to tap into their buying preferences & queries, & accordingly, deliver them with hyper-personalized pieces of content. He believes that using marketing automation tools helps to deliver the hyper-personalized information to each of the potential buyers.
3. Email Marketing is Here to Stay:
Integrating email marketing campaigns with an impactful content strategy, according to Ahmed, lays the foundation for the optimization of sales conversions for the B2B companies.
Email marketing not only fetches audiences through several referral channels but also helps to build audience bases, through both the established & proven marketing channels.
4. Content Strategy has Evolved:
Gaurav Harode, founder and CEO of Enablix believes that content has evolved & has become more interactive than ever before.
A well-defined & properly executed content strategy, customized to help the potential users through each stage of their buying cycles, helps to attract a large number of leads & also, in turn, helps to boost the Return on Investment (ROI) for the businesses.
5. Promoting Cross-Functioning between Content & other Marketing Strategies:
Ahamed emphasizes on the significance of content for the success of inbound campaigns.
He stated that content is now no longer the sloppy thing it once was. With the integration of the content teams & the AI, it is now easier than ever to work towards a personalized content strategy for the users, at each stage of their respective buying cycles.
Moreover, cross-functionality between marketing & sales departments helps marketers scrutinize their content strategies.
Incorporating content with the intent data of the customers is in-turn, very helpful to clench the interests of the potential buyers, by delivering them exactly what they have been looking for.
6. Artificial Intelligence is No More a Mystical Concept:
Ahmed believes that 2019 will be a year of realization for the small, the mid-sized & large scale enterprises alike that AI is here to complement the human roles in the businesses & not to replace them. AI, in fact, according to many surveys conducted globally, has been projected to create more jobs than it might adversely impact.
Moreover, AI helps businesses flourish by helping them with new insights from the analysis of their own & third-party data, as well as from the analysis of the data from the databases of their potential clients.
7. Chatbots are Getting Popular:
Smith thinks that chatbots will increase their presence in 2019.
35% of the customers would interact with at least one bot to resolve their problems.
Bots can help potential buyers with directing a website visitor to a particular product type, color & size.
As more & more businesses will be using chatbots, we will witness more ways of leveraging bots, as well as, will be in a better position to measure their importance in targeting & directing a buyer persona to conversion.
The Importance of Mapping Trends:
The B2B industry is growing exponentially & has been more dynamic than ever. To acquire new customers as well as for retaining existing customers, it is very important that the B2B marketers manage to reach their customers at the right time & deliver them the most significant solutions about the problems they are researching.
To build a symbiotic relationship with the potential buyers & help the customers with unique solutions, it is imperative for the marketers to keep themselves abreast of the latest trends in the B2B dominion.
Wrapping it up:
The trends in the market are evolving & changing with the researching behavior of the buyer persona & with the update in the algorithms of the search engines & social media platforms. Serving the customers with personalized solutions to their problems isn’t difficult when the marketers have an understanding of which trends work the best for the industry, which of them are perennial, which ones are seasonal & how they keep on evolving with time.
We, at Valasys Media, help our customers with a wide array of personalized B2B services which have been specifically designed to help them through their core bottom-line endeavors, such as, Conversion Rate Optimization (CRO), optimization of sales revenue & optimized users’ experiences.
Availing of our services such as lead generation, account-based marketing, content syndication, business intelligence, content syndication & appointment setting services, helps our clients with the furtherance of perennially healthy sales pipelines. For more details on our services, feel free to contact us.