And How These Marketing Strategies can Improve Your Bottom Line
It’s undeniable that marketing to another business is very different from marketing to consumers.
I know that some things are the same across the board, like incorporating new tech or considering changing purchasing habits.
But remember, marketing isn’t one size fits all. Not even similar B2B businesses should have the same marketing strategy.
It’s all about finding what works for your company and your goals.
So why hop on the marketing trend bandwagon–or at least read about them?
Keeping up with the latest and greatest B2B marketing trends, even if you don’t use them all, can help you keep a pulse on your competition and allows you to make more strategic decisions when it comes to your marketing efforts.
So which B2B marketing ideas should you have on your radar? Let’s take a look at our top 4 trends for B2B marketers.
1 | Value-Based Content Marketing and Thought Leadership
What a business purchases to help them in their own endeavors certainly has an impact on their bottom line. So while B2C businesses may find emotional appeals are better at increasing conversions, B2B businesses should focus on providing more value to their customer base through thought leadership. These consumers are all about getting information that will better inform their purchasing decisions, or just their general knowledge. Some ideas for content that is rich in value for B2B include:
- Webinars
- Infographics
- Quizzes
- Surveys
- Augmented Reality (AR)
- Blogs
Use this value-rich content to inform your customer base and then push them to your website for more info or to make a purchase.
2 | Video Marketing
Video is a great way to show, not just tell, your customer base about what you have to offer and what makes you different from your competition. It is one of the most engaging forms of content that you can share because it entertains and educates B2B buyers.
Augmented reality takes video content to another level. This is particularly useful when you have physical products that you can show off or an impressive facility to tour. AR is a great way to support the B2B consumer’s journey, allowing customers to digitally “try before they buy.”
3 | Podcasts
Podcasts have made huge gains lately not just in listeners but in ad revenue as well. Producing your own podcast gives you a chance to connect with your listeners on a deeper level. The more informal style also allows customers to get a glimpse at the personality behind the brand. It also opens up a new audience base as listeners tend to be on the go or auditory based, but thankfully, is cheaper than the traditional radio advertisement! Just make sure that what your podcast is all about is something that your target audience is interested in, then be sure to provide them plenty of value during each episode. All you need to get started is a computer and a microphone!
4 | Personalized, Account-Based Marketing (ABM)
Personalizing your marketing efforts adds that extra “oomph” that your marketing strategy needs. The place where you see ABM coming into place most in a marketing strategy is with retention marketing, or remarketing, which is often done in the form of emails. Email marketing is still a very effective revenue generating channel for B2B businesses and when you add personalization to your efforts, you can make a deeper connection and improve your relationship with target audience members (not to mention open rates increase with personalization). In essence, ABM allows you to identify which accounts are the best fit for certain marketing campaigns. You’ll need to have your sales and marketing in alignment and rely on digital data collection for this type of marketing to work.
Help from the Pros
Does running the day-to-day of your business and doing all your own marketing sound overwhelming? I get it! Attuned Marketing is different from other marketing firms. We are an invested partner that takes a holistic and unique approach, helping you consider every aspect from sales to new products in your marketing strategy. Contact us today to learn more about how we can help your business succeed.