This article is a continuation from B2B Digital Marketing Best Practices in 2020
Digital Marketing Trends for 2020
Personalization tops the strategy for both marketing and sales in 2020. An astounding 72% of buyers expect B2B companies to personalize communications in a way that suits their needs3. These buyers will quickly switch to another company that they believe will cater to their requirements better. All communications should be tailored to individual buyer’s preferences. Learn more about your target markets to drive sales effectively and grow your customer base. Craft content for all your audience segments using various marketing automation programs can help you to personalize at scale. According to HubSpot Research, email is considered the preferred method of business communication for most business decision-makers4. Mailchimp studied emails from 50 industries to find out that the average open rate is only 21.33%5. This can be overcome with dynamic content and AI – making your email marketing stronger and more useful than ever before.
Second to personalization is Account-Based Marketing (ABM), which can be a particularly effective tactic for B2B companies. ABM takes personalization one step further – it is a highly focused business strategy in which a marketing team treats an individual prospect or customer like its very own market. The marketing team can create content, events and campaigns dedicated to the stakeholders associated with that account. Why is ABM beneficial to B2B? It is useful for those handling accounts of organizations with multiple buyers or stakeholders – this poses more business opportunities within the organizations they serve, which have not been tapped into yet.
The third most popular strategy for companies is Video Marketing. Video is a versatile, engaging content that only gives us a real-life picture of what’s going on, but it is easily shareable across multiple platforms. Consumers like it because it’s easy to digest and entertaining. Marketers like it due to its potentially huge ROI through many channels. On a technical level, video not only informs and educates but is it also great for SEO. Video is great for keeping companies ahead of their competition by boosting conversions and not to mention the personalization bit. Video helps with social media marketing efforts and engage people more on websites and emails.
List all digital assets such as websites, blogs or social media pages. Look for successful assets that have helped generate leads or close sales and ascertain if they received the most visits, clicks or shares. This will provide insight into what has been working well. Companies can’t afford to ignore digital marketing if they want to stay competitive. As the world becomes more connected, digital marketing will continue to drive innovation on the internet, just as the internet drives innovation in digital marketing.
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Freelance content writer who dabbles with digital marketing and yoga in her free time.