Staying Ahead of the Curve in B2B Marketing: What You Need to Know

The B2B buying process is undergoing a significant transformation, with new technologies and changing buyer behavior reshaping how we approach marketing. The COVID-19 pandemic has also accelerated this transformation, with Ledger Bennett's insights showing that the pandemic has resulted in a shift towards remote and virtual selling and increased collaboration among buyers and stakeholders.

In this blog, we'll explore key B2B marketing trends and their implications for digital marketers in the B2B space.

The significant transformation of the B2B buying process: According to the Harvard Business Review (HBR), the B2B buying process is becoming less linear and more complex due to the changing buyer behavior and expectations. Data from Spiralyticsshows that in the past, B2B buying was a straightforward process with a defined timeline and decision-making structure, but now it's a much more fluid, collaborative process that involves multiple stakeholders and a longer buying cycle.

Increased Focus on Personalization: Personalization has been a trend in B2C marketing, but it is also becoming increasingly important in the B2B space. According to a study by Spiralytics, 74% of B2B buyers expect a personalized experience when making purchasing decisions. This means that marketers must responsibly use customer data and insights to tailor their messaging, offerings, and customer journeys to individual prospects and customers.

AI and Machine Learning: AI and machine learning are rapidly changing the way we work, and their impact on marketing will only continue to grow. According to HBR, AI can help automate repetitive and time-consuming tasks, freeing marketers to focus on creativity and strategy. AI can provide real-time data and insights, helping marketers make better decisions. As B2B marketers, we must embrace these technologies and find ways to incorporate them into our workflows.

Video Content: Video content continues to dominate the marketing landscape, with explainer videos and thought leadership pieces becoming increasingly popular. A study by Ledger Bennett found that 87% of B2B buyers prefer to watch videos when considering a purchase. As digital marketers, we must produce high-quality video content that resonates with our target audiences.

• Application: Creating video content for different stages of the buyer's journey, investing in high-quality video production, and promoting videos through a comprehensive video marketing strategy.

Account-Based Marketing (ABM): ABM has been growing in popularity for a few years and is set to become even more critical. ABM is a targeted marketing approach focusing on specific accounts and their needs and challenges. According to HBR, ABM can be a powerful tool for B2B marketers, helping to effectively engage with key decision-makers and drive results.

The Rise of Micro-Moments: With customers expecting instant gratification and access to information, micro-moments have become a crucial part of the B2B buying journey. According to Spiralytics, 75% of B2B buyers use mobile devices to research products and services, making it essential for digital marketers to be present in these moments and deliver relevant information and offers in real-time.

In conclusion, as B2B marketers, we must adapt to this changing landscape by understanding the new buying process and the various touchpoints where we can engage with potential buyers. This could mean investing in virtual and remote selling tools, creating content that addresses different stakeholders' needs and pain points, and building relationships with key decision-makers throughout the buying journey.