B2B marketing is tricky because it involves the promotion of products to another organization for use in production or resale. The competition is high in this field and the stakes are high. Let us take a look at 12 of the most interesting B2B branding and marketing trends that have gripped the market in 2020:
Use of automation and artificial intelligence
B2B marketing is steadily welcoming automation and artificial intelligence. Nearly 44% of the B2B brands have platforms specifically designed for automated marketing. Further, chatbots based on artificial intelligence are also the latest trend. These bots can resolve a large number of customer issues simultaneously, adding to the company’s competitive advantage.
Shift to account-based marketing
Another latest trend is the shift towards account-based marketing. This approach has proven to provide a better return on investment. It focuses on aligning marketing and sales strategies. Thus, it provides long-term success.
Emphasis on quality content
The key to good B2B branding is quality content. More and more B2B companies are choosing to spend more money on developing high-quality content. This helps in keeping customers engaged and adds value to the brand.
Video content marketing
The consumption of quality video content is at an all-time high. Hence, it is important for B2B marketing trends to be done via dynamic and informative video content. The following social media platforms can be used for this purpose:
- Snapchat
Better lead conversion
Just generating leads is no longer enough. B2B brands need to convert maximum leads via innovative approaches such as email newsletters, webinars, social media outreach campaigns, and e-books.
Focus on customer satisfaction
Irrespective of the types of branding strategies adopted, customer satisfaction is just as important in 2020 as it has always been. For this, speedy resolution of transactions and queries, robust customer support systems, and accessibility are must-haves.
The emergence of paid ads
Apart from the usual content marketing strategies, B2B firms have been adopting paid ads in 2020. These ads are targeted, efficient, and help the company to tap a wider customer base due to broader outreach.
LinkedIn and Local SEO strategy
Effective Search Engine Optimization (SEO) can work wonders in generating better organic traffic for a B2B brand website. Coupled with a properly set-up LinkedIn presence, the company can generate a large number of potential leads.
Emphasis on marketing podcasts
Not all customers can be reached via visual outreach strategies. To access the auditory audience in 2020, many B2B companies are choosing marketing podcasts out of all the different types of branding strategies available in the market.
Focus on consolidated MarTech
Analytics and technology are impacting B2B marketing in a major way in 2020. Consolidated marketing technology or MarTech is an upcoming trend in the ongoing year. Choosing such a MarTech firm can help to design better branding and marketing strategies.
Personalization in email marketing
Email marketing has aged like fine wine. Today, personalization in email marketing is yielding heavy benefits for B2B businesses. A customized email marketing campaign helps in making customers feel valued and attracts them to the brand.
Need for re-optimization
Gone are the days of use-and-throw content. More and more B2B companies are switching to long-term content production. This has brought about the need for regular re-optimization, lessening the burden on the marketing team while keeping the traffic flowing.
Marketing is an extremely dynamic field. A company needs to stay up-to-date with the latest marketing trends. When it comes to the B2B marketing scenario, 2020 has ushered in several new types of branding strategies. It is imperative that businesses take note of these new developments or they might face the risk of falling behind in the competition.
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