The world of business-to-business marketing continues to evolve in 2018. The trends and tactics that will move business forward may not be the strategies that experts thought would work months ago. What B2B marketing trends actually define 2018? Let’s take a look:
Transparency
Both consumers and marketers will demand a great deal of more transparency from brands. Companies may have to open up their supply chains to scrutiny, and they will certainly have to learn how to communicate the value of their suppliers to prospects. This puts extra importance on suppliers of raw materials, and may be one of the reasons that many companies are trying to find low-cost quality from overseas.
Social Outreach
Whether you are talking B2C or B2B, the social outreach a company initiates will directly affect the business that company does. The Millennials who are now controlling the purse strings in both spaces are adamant that the companies they patronize give back to the community. This is especially important in the volatile political climate when many companies will be purposefully making their outreach public to sway potential consumers away from the competition.
Enhanced Use of Video Content
Video content emerged as a powerful tool in B2B marketing strategies during 2018. Platforms like LinkedIn and YouTube provided businesses with opportunities to engage audiences through product demonstrations and webinars. This format delivers messages in more lively ways than traditional media and aids in illustrating complex ideas effectively. Companies therefore began leveraging these platforms to establish thought leadership, increasing brand visibility and engagement.
Quality Content is King, Not Content
The phrase “content is king” is finally being put to rest. Well, not exactly – it is being modified. Quality content (that is also consistent) is the only thing that works for search engine algorithms. However, human visitors also have much better filters for garbage content, and lazy marketers who duplicate content are slowly but surely being weeded out by Google and friends. Refined, relevant content will earn a premium in 2018 and beyond.
Data-Driven Marketing Strategies
Marketing strategies in 2018 leaned heavily on data analytics. By collecting and analyzing customer data, companies refined their targeting, honing in on specific customer needs and preferences. This approach not only allowed for more effective personalization but also optimized resource allocation, enhancing overall campaign effectiveness and customer satisfaction.
Scaled One-on-One Marketing
Artificial intelligence, automation, and better apps are allowing companies to personalize communications at a large scale. This makes personalized B2B marketing quite viable, and prospects are beginning to expect this kind of service. 2018 is the year that many companies will begin this kind of marketing in earnest. Many products that are geared specifically towards push notifications, email communications, and in product messaging are creating easy methodologies that require less specialized expertise to employ.
Voice
The future of marketing will be hands-free and heads-up. Voice will be the leading edge of this revolution. Google Assistant and Amazon Alexa are just two of the digital assistants that are showing marketers how to communicate with prospects. Eventually, the communication chain will open up, become legitimately two way, and marketers will begin using voice tech to sell to prospects in the B2B space.
Interactive and Immersive Content
Interactive content, such as polls and quizzes, gained traction in 2018 as innovative tools for engagement. These formats engage users actively, offering memorable experiences that boost lead generation. Moreover, augmented reality (AR) and virtual reality (VR) technologies began drawing in audiences by creating immersive experiences, allowing businesses to engage with potential clients on another level.
Contrary to what many people may believe, influencer marketing is actually losing steam in 2018. Although monies moving into the space are increasing, regulations are causing many influencers to dampen their messages, reducing their selling power. Expect this trend to continue as the FCC continues to regulate outlets such as YouTube, Instagram, and Twitter.
Regardless of the tactics that your company may use from the list above, marketing will continue to evolve with tech and data. Keep your ear to the street if you plan to keep up with the leaders in your industry – or better yet, be the leader that others are looking to follow.
