B marketing trends (and how to make them work for you) //
The B2B Marketing Trends will keep you constantly on your toes. The market is always changing, no matter what you sell. New tools are being introduced, and social expectations continue to evolve. LaunchDarkly CMO Keith Messick told us on the Best Story Wins Podcast that it’s dangerous to fall behind the competition, simply because you aren’t keeping up with B2B changes. Messick is a B2B marketing veteran who has led many brands’ marketing departments. He knows how to make waves. How is B2B evolving? What does this mean for marketers?
Messick highlighted three important ways B2B Marketing has changed (for the good) over the past few years. We see that too many marketers ignore the changes and suffer as a result. We don’t want that to happen to you. So today, we share with you the B2B trends you should be aware of, along with our best tips for maximizing their effectiveness.
3 B2B marketing trends you should know about
B2B marketing is more than just a few paid ads. With the advancement of technology and changing customer expectations, it takes more. Here’s what you should know if you want to succeed, and how you can put this knowledge to good use.
Change #1 – More data on the market than ever before.
B2C traditionally has had an advantage, since that’s where most of the consumer research is focused. Fortunately, that’s changing. As more brands create industry research and thought-leadership, we have more B2B information than ever. This data abundance presents B2B marketing professionals with a great opportunity to gain deeper insights into their target audiences, understand their preferences and optimize their strategies accordingly.
You can use B2B data to guide your marketing conversations based on empirical data and not just a guess.
Marketers have more data available to them than just market research. To maximize this opportunity, you should invest in powerful data analytics tools that track and analyze consumer behavior, identify trends and allow you to make data-driven decision. Prioritize personalized marketing strategies, since tailoring messages and content based on the audience’s pain points and needs can improve customer engagement. You can segment your customers and create buyer profiles to deliver a more personalized experience to your prospects.
Tips: Data storytelling can be a great way to gain credibility, share unexpected insights and attract attention from peers in the industry and publications. Consider how you can use data in your content marketing.
Change #2 : UX is more important to customer experience.
B2B is more similar to B2Cspan size=”font weight: 400 ;”>,, specifically in terms of the way that people buy and interact brands. What is the biggest change? The buyers don’t want to talk with the company representatives that much. They prefer to do most of their shopping online.
B2B buyers are looking for seamless, intuitive experiences similar to what they get when buying from consumers.
Focus on creating an intuitive website with a streamlined customer experience. Content that is up-to date and easily accessible will eliminate the need for sales representatives (until very last stages).
It is important to optimize for mobile, since B2B buyers increasingly use their smartphones and tablets as a tool to research products, compare pricing, and make purchasing decisions. You should ensure that your experience is seamless across all devices.
Tip: Conduct user testing to identify the pain points of your customer journey. You want to improve the customer experience at all touchpoints, whether it’s by streamlining complicated processes, improving navigation or increasing website speed.
Change #3: B2B Marketing is more emotional.
Messick claims that one of the biggest misconceptions about B2B marketing is that it doesn’t involve emotions. B2B marketing used to be more rational, focusing on numbers and facts. However, this is changing. B2B buyers are looking for authentic connections and emotional resonance with brands, just as B2C customers do.
Consider your audience’s decision-making process. What are the emotions that drive them through every stage of their buyer journey?
In order to adapt to this shift, you should incorporate more emotional storytelling into your marketing campaigns. If you want to connect with people, use emotion to create stories that inspire empathy, trust or a sense purpose.
Tip: Messick loves to make B2B fun and engaging. This can be done through blogs, videos, information graphics, or success stories from customers. Remember that your brand culture is a great source for emotional storytelling. Create content that focuses on your brand’s values or heart to create more human connections. Here are some examples.
How To Make Your B2B Market Work
B2B Marketing is a challenging task, but there are ways to ensure that the hard work you put in will yield the results you want.
- Start with a solid strategy. Our free B2B toolkit will help you create a solid plan (and one that is measurable).
- Inside your buyer’s head. Map your buyer’s journey and learn more about the changing B2B purchasing behavior.
- The 3-step formula will help you connect with your audience.
Stay informed about the latest best practices. You can also subscribe to the The Best Story Wins Podcast to hear from more thought leaders. Check out our Resources to download free guides and templates, and Contact Us to get expert advice on how to improve your marketing. Remember, it’s not always the best marketers who win–it’s usually the smartest.
The post Three B2B marketing trends (and how to make them work for you) first appeared on Column Five.
