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Top B2B Marketing Trends for 2020 | B2B Marketing Vancouver

New year, new you, right? Well, in this case, the “new you” is your business, and 2020 is poised for a change in the digital and B2B marketing landscape. With that in mind, what do you need to know to maintain traction with your customers and improve your B2B marketing strategy for the new decade to come?

It is not just the turn of another year, but the turn of a decade. The slogan “New Year is the New You” applies not only personally, but also to your business and your sales and marketing strategy as we continue to advance in such times of technology and innovation.

The evolution of the digital trend can happen so quickly that you can easily get lost in the field if you are not following. From our research and experience, we think the biggest B2B transformation in the coming year will be centered around personalization, high quality digital experiences and artificial intelligence. Here are some B2B marketing tips and advice we’d like to offer as you move forward in this decade of change.

personalize, personalize, personalize

sales force Connected customer status The report found that 72% of business shoppers expect vendors to personalize engagement to their needs, and 82% want the same experience as if they were buying for themselves in person. Customers will quickly move to a competing vendor if they don’t think you are meeting their needs.

Buyer Personas will help you better understand your target market, and you can use this information to tailor all of your communications to each individual buyer and their preferences. There are many marketing automation tools, such as HubSpot, that can help you manage this.

Content for User Intent

we have discussed before semantic searchMarketing based on identifying user intent, or in multiple blog posts. In simple words, semantic search is an SEO strategy used to improve search engine accuracy by understanding the “economics” or meaning of what the user is searching for. Instead of ranking websites based on certain keyword matches, search engines are improving their search accuracy by trying to understand the intent and contextual meaning behind the words that users are inputting into their search bar. Thus, Semantic Search is a way for Google and other search engines to provide better and more relevant results for their users.

Furthermore, a recent Google study determined that 1 in 5 searches are being done through Google Voice Search. Siri, Google Home, Amazon Alexa, and other virtual assistants now allow users to search online using the spoken word versus online. Typed However, most people speak differently than they type, which means that slang and even dialect must be taken into account in semantic search results.

Incorporating semantic search into all aspects of your content strategy means you’ll be able to more accurately answer questions that match the intent of your searchers – meaning your website will be found at the top of search engine results pages. , which translates into increased site. Increased opportunities for traffic and lead generation.

Check out some of our recent blog posts on Semantic Search to find out how to update your website and your content with user intent.

Explore AI

Customer experience is increasingly dependent on technology, and artificial intelligence is a big part of it. In fact, it has been reported that 80% of businesses Will invest in chatbots by the end of this year.

In addition to allowing comprehensive, 24/7 customer service and support access, custom chatbots generate new lead opportunities for B2B businesses by allowing buyers to ask questions, provide business information, book demos, and redirect inquiries to a live sales representative. can also help. Via Sidebar Chat or Facebook Messenger.

Consolidated MarTech Investments

With so many MarTech options available, businesses may find that they need to flip between multiple systems to manage content, run campaigns, post to social media accounts, and access reports and analytics. This can really complicate things, making marketing processes inefficient, ineffective and costly.

If you find yourself nodding with my last sentence, it’s clear that this problem resonates with you and 2020 may be the year for you to take a look at a single, cohesive solution that will cover all your MarTech Will manage in one go. Not only can this save you time and money, but when you have clean data coming from one source, it will become much easier to manage campaigns and see campaign results accurately.

revive email marketing

HubSpot’s Annual inbound status The report reports that email is still one of the top favorite channels to connect with a prospect.

For example, MarTech and AI tools can help you process historical email marketing campaign data to capture Who content that each of your customers would love to receive in their inbox, and When, based on their email activity. In addition to content delivery recommendations, AI can also help tailor content to individual preferences for each customer, create efficiency by writing email subject lines, inform keyword research, and drive customers to your Can help you find the most receptive audience for each specific campaign you go to.

B2B marketers can use AI to scan their website and content library to categorize content and ensure that the right content (offers, emails, social media posts, landing pages) are personalized and interact with the right are delivered to the right customers during This gives marketers the freedom to continue to focus on unique and relevant content, while leaving the targeted delivery workflow to AI.

For information on inbound marketing in general, along with other B2B marketing and lead generation tips, visit Please check out some of our other recent blog posts. For more tips on inbound and B2B marketing, subscribe to our monthly digital marketing postcards.

Image credit: Hello I’m Nick from Unsplash

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