As the first month of New Year is done, we all have our own plans to make it better than today in our own ways. It is really good of you if being an industrialist; you are thinking to be a step ahead of your competitors in 2018 by anticipating imminent trends in B2B marketing. Otherwise, the marketers will be left with the tangible pressure of ROI, as they were in the previous year.
Let us then focus on some of the marketing trends that you may need for your 2018 marketing plan.
1. Marketing Automation
Don’t you think that it would be great if you simply upgrade and automate your everyday B2B marketing tasks? That will be a real-time savior, isn’t it? The concept of marketing automation will automate all the repetitive tasks of yours, you can also raise prospects with highly modified and useful content throughout the journey of purchase.
No offense, the technology is yet to get matured enough; marketers are trying their maximum efforts by themselves to develop the possibilities to deliver applicable and timely communications to nurture the leads. Marketing automation is more about nurturing your prospects than selling to them. It helps you streamline your inbound marketing strategy and enhance the communication by delivering content at the exact time your prospects need it.
2. Content Marketing
Over the years, content marketing has become a popular technique to raise and gain leads in the B2B industry. As the customer journey becomes longer, businesses will need to install lots of researches on every stage of the customer lifecycle. Content marketing is highly recommendable and effective for B2B marketers to let the potential customers know about the best practices for their industry. To make your content initiative effective, a documented content strategy is not enough. You have to measure the content marketing ROI as well.
Set the goals that you want to reach through your content marketing and measure them all through KPIs. Though the content marketing is cheaper, it’s not for free of course. To measure ROI, you have to calculate the cost of content production and editing. Also, measure the various prime factors like traffic, brand awareness and customer engagement that you had acquired through content marketing along with sales and revenue.
3. Content Personalization
The web content personalization is a very well-established marketing strategy among B2C websites, but the B2B businesses still require getting to adopt it. This is really surprising because personalization of emails is a common technique among all the industries.
A study by Seismic and Demand Metric dig out the real reasons why B2B businesses were not implementing personalization and discovered that the lack of resources, technology, and data was the most common one. They also found that effectiveness of content personalization strategy is deeply high for those who have already adopted it. With automation tools like Evergage, real-time 1:1 personalization can become more cost-effective for small companies. It helps you to supercharge your account-based marketing initiatives and provide modified experience.
Therefore, in order to make your content initiative tempting in 2018, you need to provide vibrant content to your website.
4. LinkedIn Marketing
At first, social media was considered as a lead generation channel for B2C marketing, but as the day passes; more and more marketers shift their focus towards social media to educate and communicate with potential prospects. We can expect that LinkedIn can outperform other social channels for B2B businesses.
After being acquired by Microsoft in 2016, LinkedIn has updated many of the new features and gave their efforts out to make LinkedIn the most efficient and cost-effective platform in order to reach B2B audience. For example, the recently released InMail Analytics features help you in getting more response and improve your entire team’s performance. B2B marketers are making more data-driven decisions with LinkedIn than ever before, and we can expect that this trend gets continued in 2018 as well.
If you haven’t invested in LinkedIn marketing, you already have a drawback. Social selling is no more worthy of experimenting. It’s the new industry standards for B2B sales. As the technology industry rising rapidly, we can say that there are possibilities for B2B businesses to engage with their potential forecast. It’s high time now that you integrate these new trends in the strategic plans of yours for 2018. By getting well-prepared ahead of time and taking up changes early, you’ll be the first to harvest the benefits of these new trends.