4 B2B Marketing trends for 2018

Marketing Automation

You should be looking to automate your everyday B2B marketing tasks to save time. Marketing automation will allow you to automate repetitive tasks; aswell as providing potential prospects with highly personalized useful content along their journey to purchase. This technology is still at its early stages but marketers are trying to exploit the opportunities of it in order to provide relevant and timely communications to prospects to nurture leads.

 

Content Marketing

Content marketing has become a popular method in nurturing and acquiring leads in the B2B industry. Businesses now need to do plenty of research on different stages of the customer lifestyle as the customer journey is becoming longer. Content marketing is highly effective as it educates customers about best practices in their industry. As a business you should set the goals you want to achieve through content marketing and measure them through KPI’s. It is important to measure factors such as traffic, brand awareness and customer engagement that you acquired through content marketing aswell as the sales that came in.

 

Content Personalization

Content personalization is a popular tactic among businesses in the B2C market but B2B businesses have been slower in adopting it. Many B2B businesses don’t adopt due to a lack of resources, technology and data. Research has found that those who have adopted it have found this tactic very effective. Automation tools like Evergage and 1:1 means personalization is becoming more affordable for small companies. It helps you provide personalized experiences based on customer demographics including company name, industry and other data.

 

Linkedln Marketing

Social media has always been a lead generation channel for B2C marketing, but more marketers now use it to educate themselves and communicate with potential prospects. Linkedln again is expected to outperform other social channels for B2B businesses. Linkedln has released a lot of different features, which has made it the most efficient and cost effective platform for reaching a B2B audience. InMail analytics helps you get more response and improve your entire teams performance. B2B marketers are making more data-driven decisions than ever before.