With constant updates, new technologies and changes in algorithms, digital marketers are often struggling just to keep up. Being aware of new and current marketing trends is an important part of staying on top of developments. The number of growing opportunities coupled with channel choices and technology selection doesn't make the priority job any easier for the marketing manager.According to a report from Adobe, more than 75 percent of marketers believe that marketing has changed much more in the last two years than in the last fifty years. As marketing evolves and becomes more digital, we see the emergence of new trends. That is, entirely new types of technology and the number of MarTech technologies is growing faster than ever before.With a new decade fast approaching, here we present some of the key B2B marketing trends for 2020.
Lifecycle Marketing
Although it is often said that "the funnel is dead" because customer journeys are non-linear, the funnel is an effective tool to keep track of where the lead is in the respective customer journey. The pipeline also helps to build consensus and lays the foundation for predictability for marketing and sales. Linking all activities to generated business and creating an ROI model has been a major challenge for marketers in recent years. By measuring different steps in the pipeline and tracking conversion trends associated with different marketing and sales activities, you can set budgets and evaluate and prioritise activities based solely on facts and data.
Interactive content
Inbound marketing and the importance of content for B2B marketing is not new, but today 91% of online users are looking for more visual and interactive content according to the Demand Gen Report.Interactive content helps you stand out in the sea of content being produced every day. This type of content helps you keep users on your site longer and motivates visitors to engage with the content. This provides great opportunities for more effective data collection.
Personalisation
There is a lot of talk about segmentation in email marketing. Yet we see companies sending the same content to the entire email database. Unfortunately, the biggest reason for this is usually lack of resources. In a 2019 Forbes survey, 80% admitted that they would be more likely to give their business to a company that offered them a personalized experience.
Video
In 2019, we witnessed a much higher visibility and engagement rate related to mobile content. This trend will continue to grow in B2B and put a demand on the production of more moving content. For example, webinars, video marketing but also personal and spontaneous video content on social channels.
Cross-functional teams
Working in cross-functional teams means that different competences with different perspectives work together in a team -teamtribe- to achieve a specific project goal. This approach helps companies to integrate different departments and create a close interaction between departments. SMarketing is part of this trend. The development of Martech technologies is changing at the same pace as the boundary between sales and marketing is disappearing. Having consistent data across the organization, and at least across sales and marketing, to drive business value is becoming increasingly important.This places demands on how we use data and technology in marketing and sales, and requires the CSO and CMO to work together to create a technology landscape that facilitates integration between these functions. Cross-functional collaboration will be key to ensuring consistent communication throughout the customer journey.
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