If you work in marketing, you likely know that business-to-business (B2B) promotion is different than business-to-consumer (B2C). In the B2B space, prospects are not looking for celebrity endorsements or how many followers you have on social. They’re looking for a rock-solid solution to a very specific problem. They’re looking for research-backed evidence that proves your company is the best option.
2019 promises to bring exciting technology that could elevate your brand to that status: the best. VR, AI and mature voice technology are just a few examples that, as they evolve, will change the way we live and do business. This blog explores those emerging technologies and their relationship to marketing.
- Content Marketing… All Grown Up
What do I mean by “all grown up”? I’m talking about high definition videos, interactive ads, voice command and content that’s borderline eerily personalized. That’s right—the promotional email sitting in your inbox will answer real questions and fulfill real desires. That last part is a joke, but seriously—the amount of consumer data available is beyond valuable. Plus, technology like AI will help marketers organize and apply that data like never before. Ultimately this will lead to highly personalized sales and marketing efforts. To learn more about content marketing trends, read our blog, Five Ways to Win at Content in 2019.
- Account Based Marketing (ABM)
Account Based Marketing (ABM) is a buzz-phrase that has been circulating for some time. Basically, it’s a marketing tactic that goes after specific accounts by marrying marketing and sales initiatives. ABM doesn’t just chase leads. It chases Mrs. CMO at the company that’s going to revolutionize your business. For an in-depth explanation of Account Based Marketing, check out this unbelievable resource from Engagio.
- Big Data View
Human beings process information visually, so much so that “knowledge” and “site” are synonyms in the English language. When we understand something, we use visual metaphors like, “I see what you mean.”
Because so many of our marketing automation programs rely on data, I think we’ll see a shift in how complex data is delivered. I think we’ll move from Excel toward interactive graphics and images—visual representations that allow the data to speak for itself. This will empower decision makers to move forward faster and with increased confidence.
- VR
Imagine a prospective customer putting on a pair of glasses and seeing your offering. This technology is very close to being within reach. If you’re selling, say, assembly line robots to car manufacturers, VR allows you place the robot on the line in the factory without ever having to leave the office.
- Employee Advocacy
Any buyer, whether they’re in B2B or B2C, wants transparency, authenticity and reliability from the provider. To this end, companies should strive toward reputation efforts that humanize their brand. Employee advocacy is a simple and effective way for brands to do just that.
As social media continues to dominate our lives, I think companies will encourage employees at every level to take an active role in marketing. We’ll see employees living the dream by using their personal sales channels (social media) to promote “their” brand.
If you want to learn more about what I think of Employee Advocacy, check out this blog.
Conclusion
There has never been a more exciting time to be a marketer. Technology enables an anytime/anywhere view of our engagements, which empowers marketers to deliver perfectly tailored content. This year, B2B digital marketing trends will leverage the latest technologies to create memorable and effective marketing experiences.
HILLARY SUSZ
CONTENT DEVELOPER
Hillary brings her background in marketing, academia and the arts to create and deliver eye popping content that’s not only engaging but necessary. When it comes to her writing (and maybe her personality, too), the message is not hidden. It’s there for you, bright and clear, communicating vital material.
