ABM Tactics

What are the latest B2B digital marketing trends?

What are the newest B2B digital marketing trends?

In the rapidly evolving landscape of digital marketing, it is more important than ever to grasp the current trends, particularly in the B2B domain. Understanding what drives the market allows us to remain not just in the race but at the front of it. For example, HubSpot’s latest report reveals that a staggering 70% of B2B marketers are investing heavily— and I mean really heavily— in content marketing strategies these days. And why? Because driving engagement with a clear and compelling narrative is what’s working in the sector right now.

Moreover, B2B firms continue to put a premium on the personalization of their content. Evergage did research and found that 88% of marketers said that achieving better business results was thanks at least in part to content that was personalized. And while there is a clear user experience win with personalization, the real kicker is that conversion rates can bump up significantly as well.

Focus on Account-Based Marketing (ABM)

Another major trend affecting B2B digital marketing is Account-Based Marketing, or ABM. Instead of targeting a broad range of potential customers, ABM concentrates on very specific accounts. It’s a bit like high-stakes poker: you know exactly which hands to play and which ones to fold. ABM isn’t for novices or for those who like to play it safe. You have to be good and you have to be bold. But when you win—and you will win sometimes—the payoffs are huge. Salesforce recently stated that companies investing in ABM witness an average increase in their ROI of over 200%.

In addition, the technological component of ABM strategies makes for a more efficient process. Lots of companies use tools on top of their marketing automation platform to heighten and enhance the experience, which streamlines everything. You get into what’s called “engineered ABM”, which in a way is touching in an automated way, but it’s closer to personalization, if you’re doing it right. And that’s TRACKING. It’s about how well you can track your interactions and where you can see it to make better interactions and experiences.

The Most Recent Trends in B2B Digital Marketing

Content strategies in B2B digital marketing are evolving. You can’t just throw a mediocre piece of content over the fence and expect it to do your bidding. In the past, content was king; now, strategy is supreme. And all the best practices you’ve learned still don’t ensure a win if you don’t engage your audience with great ideas and interesting storytelling.

Here in 2023, we see that some monumental shifts are taking place with our old friend, the content marketing strategy. And if we look more closely at what’s happening, we can see that video content is becoming an ever-increasing piece of the puzzle making up our B2B marketing initiatives. Wyzowl tells us that 84% of consumers say they’ve been convinced to buy a product or service after watching a video from that brand. That’s a huge number!

In addition, visually appealing material enhances interactions and boosts information retention. Nowadays, companies are pouring massive resources into the production of top-notch infographics and webinars, with the hope of using these forms of visual communication to accomplish what might be deemed a herculean task: breaking down intricate, convoluted ideas into digestible bits that are easily understood and remembered. Still, with the rise of internet radio has come the rise of the podcast within the B2B sphere, and the same good fortune that has befallen infographics and webinars has been visiting the B2B podcast.

The ascent of marketing powered by data.

The B2B world is being transformed by a new trend that is really gathering momentum: data-driven marketing. For the most part, this development has come about because of the availability of big data and analytics. We now have at our disposal enormous amounts of customer-related data, and the analytical tools to make sense of it, which allow us to do even a better job of segmenting our market and, consequently, to make more accurate pronouncements about the kinds of things our various market segments are likely to buy.

Moreover, analytics gives marketers the ability to see how their campaigns perform instantaneously. The feedback loop that this provides allows for immediate correction and optimization of campaigns, ensuring that they remain effective and relevant.

The Uses of Intent Data and Predictive Analytics

Companies are harnessing the power of intent data and predictive analytics in their drive to better understand and serve their customers. By collecting more signals from across the digital landscape, they are moving toward a state of true customer intelligence—a current and reliable view of who their customers are, what they want, and when they want it.

An increasingly popular trend in B2B digital marketing is employing intent data and predictive analytics. Intent data helps businesses pinpoint prospects that are expressing interest in their products or services. This, in turn, allows businesses to refine who they are targeting and to personalize their digital marketing. Companies that effectively use intent data see their lead conversion rates jump by as much as 50%.

At the same time, predictive analytics allows marketers to predict the next probable action a consumer will take based on the last set of actions they undertook. With the power of these new tools, businesses can make far more accurate forecasts and can even simulate potential future scenarios across their whole operation, enabling them to be not just reactive but also proactive in their sales and marketing efforts.

Why Customer Experience Matters

For B2B companies, providing excellent customer experiences is increasingly seen as a way to stand out from the competition. “Eighty percent of customers say the experience a company provides is as important as the products or services it sells,” says the Salesforce blog. One could infer from this statistic that when companies prioritize customer experience, they are also maximizing for the closeness between their products and services and what could be a customer’s set of ideal products and services.

An increasing number of organizations are concentrating on comprehending the requirements and inclinations of their customers. Tools such as surveys and feedback loops are being used even more than before to elicit the sorts of insights that result in a customer profile. With these profiles as a foundation, companies are attempting to market in a more specific and personal way.

Change is a natural part of life; it can happen slowly or quickly, and it can take many forms. Perhaps one of the more famous sayings about change comes from the 19th-century philosopher Friedrich Nietzsche, who declared, “All things pass; all things change.” Another famous quote comes from the 20th-century American author Mark Twain, who said, “It could probably be shown by facts and figures that there is no distinctly American criminal class except Congress. And in spite of all the change Congress makes, it makes no change.”

In conclusion, knowing the most recent B2B digital marketing trends is vital for any company that wants to prosper in today’s world. Businesses have to stay nimble and be able to pivot in response to these changes, from adopting ABM (account-based marketing) to making good use of data-driven strategies. And understanding customer experience—owning it, really—seems to be more important than ever for the B2B marketer. Customer experience is the linchpin around which B2B marketing thrives or fails.

It’s crucial for B2B marketers to grasp and adapt to these trends if they want to ensure continued growth and sustained engagement. A big part of understanding these trends is not just seeing them as a present-day phenomenon, but also as the result of ongoing developments that are bound to have future implications.