2019 is here and it is time for companies to set up their B2B strategies to reach out to more customers for the upcoming year, with specialization and precision. Lead generation for B2B business is not a one fit for all types of business or industry. When you market for B2B, you have to go after the ideal customer. Generating high quality leads makes a B2B marketing plan a success, establishing a strong pipeline for growth.
B2B marketing has evolved over the years due to the ever changing buyer and additions to marketing technologies like mobile, social media, artificial intelligence, automation, analytics to name a few. And to tap the new age buyer, a company must tap into the latest B2B trends to make the most out marketing spends. So what will 2019 have in store for a B2B company to move up the graph?
Account Based Marketing (ABM) to take focus
According to research, 87% marketers sayABM outperforms other marketing strategies, giving them a serious return oninvestment. ABM has quickly become popular, helping companies focus onfewer, but high value prospects. But, there are still many who do not know howABM work and need to adopt the method. It is the way of the future for B2Bmarketers.
Omnichannel marketing method
With buyers actively looking to make data driven decisions for their business, you need to be omnipresent on every channel accessible to them. The prospect can visit your website, check your latest blog post on twitter, see your latest product mailer, receive your latest promotion offer on LinkedIn; the buyer will definitely want to know more about your business that seems to be so engaging. Your strategy should work across the entire spectrum of touchpoints that your target audience is present on.
Chatbots will become the norm
Chatbots are on the rise , with new advancements in artificial intelligence. It’s estimated that in the next 5 years, approximately 80% of business communications will be performed through bot messengers. They receive feedback from customers, deliver important information, and guide users through the buyer’s journey. By the next year talking to an AI may be indistinguishable from another person.
Partnership with Influencers
Influencer marketing is is starting to have a major impact on B2B companies. 2019 will see a shift in engaging with influencers that have a following in niche segments. These micro-influencers are relatively untapped despite their huge potential for reaching new audiences effectively. Expert opinions are among the most effective types of content for B2B buyers. But only 15% of B2B companies are currently conducting influencer marketing campaigns. The marketing trend of the B2B influencer is destined to grow.
B2B online queries has seen a shift to smartphones. According to Google, 50% B2B queries are made from mobile phones, which is expected to increase to 70% by 2020. Mobile can help accelerate decision taken time to purchase by 20%. As more B2B buyers are using their smartphones to conduct business, having a mobile-first business helps increase dwell time, decrease bounce rate, and reduce load time.
Go global virtually
Removing geographical barriers, high expenses, time restraints, virtual events are visually better, engaging and designed to please future prospects. Hosting a webinar will not only pre-qualify people but help set expectations, and generate interest in your company offerings. 73% marketing and sales leaders stated that hosting a webinar is one of the best ways to generate quality leads. There is no limit to new B2B leads that can be secured by providing prospects with an exceptional digital event experience.
Videos continues to grow
According to reports, videos boost email click rate by 200-300% and increases landing page conversions by 80%. Videos give businesses a way of visual storytelling which is more engaging than text or images. 70% of B2B researchers and consumers watch videos during their purchase process; 48% of them spend at least 30 minutes watching B2B videos for research. Video is becoming a crucial part of B2B lead generation as a growing number of B2B customers consults and appreciates this type of content.
Thought Leadership is imperative for any business
Being viewed as a thought leader, a business has a stronger reputation that influences all stakeholders on the way the company operates. In 2019, such companies will take an audience first approach: identifying hot issues and concerns that preoccupy their customers. The best thought leadership engages its audience and makes it feel part of a movement.
The key is finding a strategy that works for your business, it all comes down to knowing your audience and how they interact with your business. If you are uncertain on how to increase your leads, VSynergize can guide you to make a breakthrough and help you scale your B2B marketing strategy. Contact us today via email at firstname.lastname@example.org or call on 855-203-8196.