Speaking of marketing innovations, there have been many proven methods but what we’re looking at is the out-of-the-box ‘trends’ that have come through. While technology is constantly changing the B2B marketplace, it is crucial to take a moment and see which ones have stood out from the crowd. In this article, we’ll look at 4 innovative marketing trends that are making waves in the B2B landscape and where they might be heading next.
1. Marketing Podcast
These statistics by Podcast Insights states that 80% of podcast listeners listen to an average of 7 shows per week. Tweet This! There are over 29 million podcast episodes as of April 2019 and they are growing fast. In the United States, 51% of the population has listened to podcasts, out of which 49% of listening is done at home and 22% is done while in the car.
If thought leadership plays a key role in your content strategy, then it’s important to create a scheduled and recurring podcast that includes experts in your industry. You can invite experts from within the company and the customer network to share your stories and reach more number of audiences.
2. Artificial Intelligence
Today, businesses are successfully using AI in the form of chatbots as an important customer touchpoint. By using machine learning, artificial intelligence pulls out important data sets and helps strategize future content plans that will resonate with the target buyer.
As per this survey conducted by Brightedge, 25.69% of respondents believed that AI will impact businesses big time, especially after customer personalization. AI will also empower marketers by allowing them to focus on more productive tasks. Thanks to its potential to identify B2B targets for inward and outward marketing initiatives. AI is already bridging the gap between the sales team and potential customers.
3. Email Marketing
Email is simply the best way to make sales online.
60% of B2B marketers still say that email marketing is one of the most effective channels for generating revenue.
It’s no longer a game of email batch and blast; brands can now measure and predict the success of their email campaigns through personalization. More than 83% of B2B marketers leverage emails as part of their email marketing strategy. And people who buy products from email marketing spend 138% more than those who do not.
4. Customer Experience
Customer experience has undergone a significant transformation in the last few years. Netflix made on-demand streaming a nightly activity, Amazon made same-day delivery an expectation, and Google made information readily available at the click of a button or at the voice command of a user. It is now a top priority to make these networks functioning exactly and in real time. These same practices are being carried over to the B2B province.
According to PwC, buyers look for these top CX features:
- Knowledgeable help
Think with Google found that 46% of B2B researchers and buyers are millennials. Customer expectations are deeply embedded in their purchasing and lifestyle habits due to their upbringing in the digital-first environment.
Having low ratings, reviews, or negative commentary on Google My Business or any social media platform about your service can irrefutably lead to a bad rep, which will result in fewer leads. Also, difficulty locating information online can immediately turn off the buyers, causing damage to trust, loyalty, and satisfaction.
Regardless of what innovation or technology you bring to the table, modern buyers expect to be recognized as individuals. Marketing at the end of the day isn’t about B2B or B2C, but H2H i.e., Human to Human.
What top B2B marketing trends are you looking to try in 2020 and beyond? What’s worked for you so far? Let us know in the comments below.