• image of digital agency in Miami doing B2B marketing.

7 Essential B2B Marketing Trends for 2017

The year is a lit­tle more than halfway through, and now is the time to review your B2B online mar­ket­ing strate­gies. Check out the year’s most sig­nif­i­cant trends and revamp your mar­ket­ing efforts!

2017’s Most Valuable Online Marketing Trends:

  1. Marketing Automation

When it comes to mar­ket­ing to oth­er busi­ness­es, automa­tion helps to cat­alyze leads and gen­er­ate sales. Try using a mul­ti-step wel­come geared towards poten­tial part­ners. Dynam­ic con­tent is more immer­sive and mem­o­rable; by engag­ing the prospect ear­ly on, you gain ear­ly, piv­otal trac­tion in the sale. Automa­tion deter­mines the appro­pri­ate times to fol­low-up, to reach out, to send new and rel­e­vant infor­ma­tion and when, per­haps, to give a lead a break. Automa­tion ser­vices also iden­ti­fy poten­tial prospects based on pre­vi­ous inter­est in ser­vices and prod­ucts.

  1. Content Marketing

Con­tent mar­ket­ing is not a new buzz phrase, but it is still imper­a­tive to sales suc­cess. Cus­tomers today want a pletho­ra of infor­ma­tion before invest­ing in prod­ucts or ser­vices. Ide­al­ly, they even want a rela­tion­ship (or per­ceived rela­tion­ship) with a com­pa­ny before becom­ing con­sumers. Push­ing con­tent engages the con­sumer with your brand, your prod­ucts, and ser­vices with­out actu­al­ly sell­ing to the audi­ence. The last few years have seen con­sid­er­able exper­i­men­ta­tion with con­tent length and qual­i­ty. Most recent­ly, we are observ­ing trends in less con­tent, which is a digres­sion from the pre­vi­ous­ly assumed neces­si­ty of rolling out tons of con­tent, all day long.

  1. Web Personalization

Web per­son­al­iza­tion is a proven, com­mon tac­tic for sell­ing to con­sumers. It is only just begin­ning to pick up speed in B2B mar­ket­ing and with sound rea­son. Busi­ness, part­ner, and prospects might achieve sim­i­lar ben­e­fits from your com­pa­ny, but each inter­nal orga­ni­za­tion will observe a dif­fer­ent man­i­fes­ta­tion of suc­cess. If you can cater your online mar­ket­ing efforts to match the pre­cise needs of each busi­ness, you are more like­ly to close a sale. Busi­ness­es do not need to know a gen­er­al ratio­nale behind the promise of your prod­ucts or ser­vices. Instead, inves­ti­gate the com­pa­ny, set a meet­ing and explore their exact needs. As you move for­ward in the sales process, con­tin­ue to tar­get the company’s per­son­al needs. You will see stronger turnover and sub­stan­tial con­tin­ued inter­est.

  1. Channel Integration

Under­stand­ing con­sumers’ dig­i­tal diges­tion pref­er­ences is essen­tial to effec­tive­ly com­mu­ni­cate with prospects, and employ mar­ket­ing efforts and resources. Automa­tion sys­tems iden­ti­fy where prospects tend to trav­el dig­i­tal­ly after they open one mar­ket­ing effort or anoth­er. You can fol­low their path by track­ing them and meet­ing the con­sumer at their next online des­ti­na­tion and pro­vide sup­ple­men­tal infor­ma­tion to the pre­vi­ous out­reach. Inte­grat­ing brand mes­sag­ing and prod­uct ben­e­fits across a vari­ety of online adver­tis­ing chan­nels will most effec­tive­ly remind your con­sumer of your brand and their need for your ser­vices.

  1. Account-based Marketing

Each prospec­tive account in your sales pipeline has dif­fer­ent needs; each account requires a dif­fer­ent approach to effec­tive­ly coax them into part­ner­ship with your com­pa­ny. Iden­ti­fy the spe­cif­ic require­ments of each client and strate­gize inter­nal­ly over the best way to approach the sale. Keep a goal-ori­ent­ed approach as you main­tain alle­giance to the deter­mined mar­ket­ing strat­e­gy per client.

  1. Mobile Marketing

Mobile mar­ket­ing should be a giv­en by now, as over half of Google’s search traf­fic is mobile. Even if your prospec­tive clients are not search­ing for you on mobile devices (although they prob­a­bly are), Google has implant­ed a new index that scans whether or not your web­site is opti­mized for mobile. Mak­ing sure your site is mobile-ready is imper­a­tive to your rank­ing favor on the search engine.

  1. Social Media

When it comes to B2B mar­ket­ing, LinkedIn and Twit­ter show the most effec­tive results. A strong, con­sis­tent pres­ence on these sites is essen­tial to your vis­i­bil­i­ty as a brand and poten­tial part­ner or ser­vice provider.

Hire a dig­i­tal agency to bet­ter under­stand your mar­ket­ing needs, it is an invest­ment worth every pen­ny you put forth. Reach out to our team at Rosy Strate­gies to review your cur­rent strat­e­gy, iden­ti­fy areas of weak­ness or strength, and get start­ed on more effec­tive B2B mar­ket­ing, today.

By |2017-08-01T15:20:20+00:00August 4th, 2017|Online Marketing|Comments Off on 7 Essential B2B Marketing Trends for 2017