5 Latest Trends in B2B Marketing You Need To Understand.
By Ayandola Ayanleke
Change is the most constant thing and it is something we cannot scoff at as humans. Whether we like it or not, we must move with the tides or else we will be left behind. Businesses and how businesses operate have experienced different changes as time goes by. But perhaps, there has been no greater change like it is in these days due to technology. And businesses, in general, have to understand where things are headed to stay relevant. But if you are a B2B company, you probably already know that marketing to other businesses is quite different from marketing to customers. However, it is also largely about knowing what’s happening in the field and seeing where your business comes in. Knowing the latest trends in B2B marketing will help you get started. Read on!
You are probably wondering why customer experience is important in an article about trends in B2B marketing but think about it for a second. At the end of it all, who are businesses seeking to impress? Customers! It all boils down to satisfying the customers. But while B2C brands already get this, it is time that B2B businesses begin to prioritise customer experience as well. The value you offer to businesses should assure them customer satisfaction on their end; that’s the end goal. So as a B2B marketer, you want to ensure that you are tailoring your marketing to assuring businesses that you can get their customers satisfied.
Local Search Optimisation
So globalisation is the order of the day and you should indeed take advantage of this to take your business global. However, this doesn’t mean that you should neglect the goldmine that is local search optimisation because really, most people are likely to consult a local brand before one with whom they don’t share geographical proximity. As a B2B marketer, you should localise your SEO to give your brand an obvious presence in your locality. Google maps and Google search feed including Google My Business provides information on businesses in a particular environment. So, make sure to have a presence on Google My Business and provide every information necessary that will show the client what you do as well as place you as a trusted brand in your environment.
The fact that everything is digitalised is enough reason why artificial intelligence is one of the trends in B2B marketing. AI is particularly embraced in providing customer experience, especially using chatbots. Chatbots are used by brands to converse with customers on certain matters to free up the time of customer service agents for other important matters. So clients get to be attended to quickly and customer service agents are not overwhelmed when they need to attend to more pressing matters. The use of AI is not yet as popular as others on this list but we are getting to the point where it will be necessary.
You probably already know your business should be on social media. However, while other social media platforms are negotiable for a B2B company, LinkedIn is not. According to a study, LinkedIn is the most used social media platform amongst Fortune 500 companies and more than 60 million LinkedIn users are senior-level influencers. Need I say more? It is clear LinkedIn is the place to be if you are looking for B2B buyers.
Basically, ABM is targeted marketing whereby the marketing is targeted to high-value prospects. This marketing strategy is becoming popular amongst B2B marketers because it is said to deliver higher ROI. Marketers use sales and other metrics to target high-value prospects among their target audience and personalise the campaign. So, the marketing strategy is personalised to focus on them instead of a general campaign that may or may not yield results.
B2B marketing is quite unique but it is still largely about knowing what works and applying it. Let us know any other B2B marketing strategy you have tried and that has worked in the comment section; we’d love to hear from you.