In B2B marketing, the past year has seen a shift with more efforts being made to engage Millennial buyers.
It is no secret that digital marketing is one of the fastest growing industries, with it’s spending expected to reach $146 billion by 2023. In B2B marketing, the past year has seen a shift with more efforts to engage Millennial age buyers. Millennials now account for 45% of B2B technology sales and more than 70% of millennials are included in B2B buying decisions.
Listed below are a few B2B marketing trends for 2021 and beyond.
Personalization is a huge opportunity in 2020 and beyond. While 72% of buyers expect B2B companies to personalize communications and 69% of buyers willing to pay more for a more personalization experience, marketers are “still missing the mark” when it comes to personalization.
Research reveals that video is the top format for US advertisers. According to HubSpot research, 78% of buyers view online videos weekly and 55% watch them on a daily basis. The rising popularity of video content isn’t expected to go down any time soon, leading B2B marketers heavily relying on videos to engage their audience and generate sales.
Adobe research has found that 41% of leading businesses used artificial intelligence in 2020 for all kinds of marketing operations. Leveraging AI/ML not only frees up human resources that can be allocated to more important tasks, but also optimizes performance with each cycle, provides personalization recommendations and processes large amounts of data in real-time. Adobe’s research found some of the top B2B applications of AI to be analysis of data, optimization and testing, on-site personalization, email marketing, automated campaigns, digital asset management, automated offers, video recognition, content creation, etc.
Advances in Natural Language Processing and AI have made voice a normal way of interacting with devices as text. Marketers from SEO to content are focusing on creating and optimizing voice formats because that’s how buyers now prefer to discover and engage with content. According to ComScore, 50% plus of searches in 2020 were from voice search.
One particular audio format that has gained a lot of traction in the B2B marketing world is the podcast. According to research, 35% of the world’s LinkedIn members and 44% of senior-level decision-makers on LinkedIn listen to podcasts.
In 2019, influencer marketing ranked as the 4th most popular B2B marketing tactic. Since then, it has only continued to grow in adoption. Recent research reveals that 95% of B2B buyers prefer credible content from industry influencers. With the overwhelming amount of information and choices out there, coupled with the distrust of brand messaging, collaborating with industry experts that have the trust of audiences is a smart marketing strategy