Written by: Vickie Sullivan | April 25, 2023
Top B2B Marketing Trends Impacting Sales
B2B marketing is shifting and becoming more customer focused and digitally oriented. We’re seeing the changes in several areas, a recent Insider Intelligence article points out:
- Buyers are younger, and they prefer a personalized, digital experience.
- Ecommerce is the fastest-growing channel for B2B product sales.
- Companies are spending more on marketing technology.
- Marketers are spending more on third-party data.
The biggest takeaway here: All that outreach is falling on deaf ears. How well you implement indirect demand-generation efforts determines whether buyers reach out to you or if they count you out.
Top B2B Marketing Trends to Watch
As you consider all the changes happening, pay close attention to these two B2B marketing trends:
• Marketing plays bigger, longer role in the buying process. While 40% of respondents note that the buying process will stay the same, 55% report that it is longer, according to the Insider Intelligence article. That means marketing plays a bigger and longer role, as buyers expect more sustained engagement. Content marketing is key to ensuring you remain top of mind. Make sure your website and webinars cut through the noise and position you on the inside track.
• Digital marketing has the most influence. Your website is the top influencing tool, with webinars a close second. (Last on the list: peer review sites.) That means marketing tools such as websites must provide a personalized buying experience. Don’t save personalization for just sales conversations. Apply it in each step of the buying process.
Listen: How to Personalize Your Website
You can see why account-based marketing (ABM) is popular now among big B2B players. You can’t compete with large companies and their budgets, but you can play the game on a smaller scale.
Buyers make decisions based on how well you understand their challenges. By personalizing each step of their buying process and your content, you will show them how well you know their worlds. And in return, you will gain their trust and their interest.
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