Like almost everything in this world - except the public's general opinion towards medicine and scientific fact - things are constantly evolving.
B2B marketing is no exception to the rule. In fact, the new trends that one may find in B2B marketing are so advanced, that they should be called B3B marketing...
Just threw up in my mouth a little bit there.
Anyway, horrible jokes and sickness aside, there are a good few B2B marketing trends that you should look out for. Let's have a look..
1. Data-driven Content
The wealth of data at all of our fingertips has enabled a lot of changes in all of our working lives, and included in that is the ability to know whether we're wasting our time before we even start a new project.
With data-driven content, creators are able to see what has performed well in the past and what hasn't, and subsequently decide whether to cover that particular subject again.
2. User-Generated Content Tools
Every company needs UGC for a whole smorgasbord of reasons. Primarily, it builds trust as it shows genuine reactions from customers, but it also creates a healthy dialogue and conversation and traffic.
It does this by providing the content that both the user and Google want to see. Generally speaking, UGCs are really great.
3. Remote And Virtual Strategies
Obviously these aren't new, but the continued focus on the digital side of marketing and virtual strategies/events is here to stay way past the pandemic.
It was going that way anyway, it just got sped up by a horrible, horrible turn of events.
We've got a whole article on NFTs, what they are and why they're important from Sarah right here, just in case you want to read about them from someone who actually did their research.
Consumers can now monetise their own content creation through Non-Fungible Tokens. Because of that, organisations will have to focus on creating partnerships with artists and creators
5. Chatbots and Conversational Marketing
People want instant responses to their messages, but they want them with an element of human interaction.
Gone are the days that people will be comfortable with sending an email and then waiting around for potentially a few days to get a response.
Chatbots offer the instant gratification that people crave, and this is the same for B2B as it is for B2C, where a desire for speed is more typical.
6. Branded Calling
Now more than ever, marketers need to rebuild the connections that they lost with various clients during the pandemic, as it stopped them from meeting face-to-face.
For the most part, this means phone calls, but people don't like picking up the phone to numbers they don't recognise.
Branded Calling Solutions allow you to sidestep this, letting clients know who's calling them, which is useful for you trying to reopen sales loops.
7. Alternatives to webinars
Just like Zoom pub quizzes, people are pretty bored of attending the millions of webinars that appear to be happening all over the world (albeit all in one place).
That's not to say that webinars are dead - they're far too convenient to die - but people want alternatives for a while.
Apps like Clubhouse are an option, as is leaning into written content and in-app advertising.
Generally speaking, an awful lot is changing in B2B marketing and there's a lot that people need to get used to in that field. This all goes without saying that in a big way, B2B is more or less turning into B2C.
The line between professional and personal lives is blurring, but the balance is leaning more towards the latter. People are more casual now and they want human connections, rather than filling in online forms and sending emails.
The pandemic has accelerated a hell of a lot. We all need to keep up!