Key B2B Marketing Trends for 2021
The unrivalled pandemic that swept the world in the year 2020 achieved far-reaching developments to various aspects of our lives. The manner in which we purchase and sell is one element of our lives that has changed drastically this year – and for good. However, it isn’t only the final customers whose acquiring choices have been affected by the pandemic. If you are an organisation that sells its products and services to other businesses, you would know how the B2B marketing trends for 2021 will advance, post the hitch through this watershed year.
As traditional outbound marketing takes a backseat, a greater acceleration has been evident mainly towards the digital sales and marketing strategy, which would be reflected in the digital marketing trends for 2021. There has been a stipulation for accomplishing better differentiation and segmentation of product offerings through effective content marketing, account-based marketing and valuable statistical surveying, which together will revitalise the marketing trends for 2021. Automation and an enlarged role of AI (Artificial Intelligence) are other crucial elements that will become an integral part in moulding effectual B2B marketing trends going forward. As a matter of fact, B2B marketing had already been on this evolutionary path event before the pandemic accelerated this shift.
Moving forward, here are some B2B marketing strategies that will help you gain greater publicity in 2021.
Digital First Policy
Digital marketing has already gained popularity over the last few years and progressively associations have been assigning remarkable budgets to this facet. Regardless, the past year has put digital channels at the forefront of all marketing strategies. A CMO Survey led in mid-2020 in the US tracked down that not only were marketing strategists modifying their strategies to focus on digital opportunities, but the customers were also likewise actively looking out for new digital offerings and were placing intense value on digital experiences. In this way, we are looking forward to an improved and enhanced digital centric marketing strategy going into 2021 as much for the B2B space as well as the B2C space. A prominent shift towards upgrading the digital experiences through engaging video content, webinars, content marketing and social media engagement. Essentially, it will lead to prominent specialisation of domains within the digital marketing ambit and increased role of inside the advanced promoting range and expanded job of resolute specialists in the field.
Account Based Marketing Will Be Key
The conventional outbound marketing methodologies including expos, cold pitching and advertising do help in reaching out to an enormous number of potential clients yet marketers are progressively understanding that these strategies manage to convert only a couple of leads into buyers. Customer expectation has evolved over time and an ample amount of personalisation and customisation of marketing strategies are required to be able to convert the leads.
In a nutshell, instead of focusing on all potential clients without paying heed to their individual needs, marketers today need to know customers individually and tailor their outreach strategies as per their requirements and expectations. This is what Account Based Marketing is all about – research and segregate your leads and market your product to only those who truly matter by initiating a focused growth strategy.
In 2019, a study conducted among B2B marketers concluded that about 71% of companies that put their resources in account-based marketing reported a higher ROI as compared to traditional marketing strategies. No wonder ABM has emerged as the most preferred strategy for B2B organisations.
Video Content Continues To Gain Precedence
Video content continues to play a critical role in moulding customer opinions and considerations. Why else would organisations spend a fortune in producing appealing and highly engaging TV ads? However, the role of video content is not constrained to B2C sales strategies. The evidence says that effectively created video content that brings about an engaging story through visuals creates a lasting impact on B2B clients as well.
In a 2018 study by LinkedIn, as many as 62% of B2B marketers rated video content as their number one choice, putting it ahead of formats like emails and infographics.
Expanding Demand For Dedicated Content Marketing Specialists
Concocting a powerful content marketing strategy has today become vital to a successful B2B marketing program, and this trend is engineering a greater demand for dedicated and experienced content marketing experts.
Content marketing isn’t just about sending bulk emails and updating social media posts that depict insights about your products. Content marketing is a specialised domain that involves statistical surveying, in-depth knowledge about your customers and the potential to design cutting-edge campaigns that have a far reaching effect.
The Increasing Role Of Artificial Intelligence (AI)
Much like in every other field, Artificial Intelligence will keep on making advances in B2B marketing as well. AI serves to manoeuvre a series of tasks that include engaging visits via chatbots, curate data driven content and scale up your content outreach technique.
However, AI is expected to play the most prominent role in data analysis. To make this gigantic information accessible with organisations can help them give a better perspective to their customers and empower them to make better choices that suit their needs. This surge of AI is likely to continue in the coming years.
The vulnerability of the pandemic will keep on encompassing us, however with the advancement of the above trends we are confident of sustained growth and recovery on the way to the new normal. The major trend that will turn the tides in favour of the B2B marketers is the embracement of digital transformation in 2021. Overall, 2021 will be the year when businesses will need to invest in constructing a full-fledged omnichannel digital presence.