Marketing Automation
December 16 2019
With constant updates, new technologies and changes to algorithms, digital marketers are often struggling just to keep up. Being aware of new and current marketing trends is an important part of keeping up with the times. The number of growing opportunities, combined with channel and technology choices, does not make the marketing manager's job of prioritization any easier.
According to a report by Adobe, more than 75% of marketers believe that marketing has changed much more in the last two years than in the last fifty years. As marketing evolves and becomes more digital, we are seeing the emergence of new trends. That is, completely new types of technology and the number of MarTech technologies is growing faster than ever before.
With a new decade fast approaching, we present some of the key B2B marketing trends for 2020 here.
Lifecycle Marketing
Although it is often said that "funnels are dead" because customer journeys are non-linear, the funnel is an effective tool for keeping track of where leads are in each customer journey. The funnel also helps to create consensus and lays the foundation for predictability for marketing and sales. Linking all activities to generated business and creating an ROI model has been a major challenge for marketers in recent years. By measuring different stages of the pipeline and following conversion trends associated with different marketing and sales activities, you can set budgets and evaluate and prioritize activities based solely on facts and data.
Interactive content
Inbound marketing and the importance of content for B2B marketing is nothing new, but today 91% of online users are looking for more visual and interactive content according to Demand Gen Report. This type of content helps you keep users on your site longer and motivates visitors to engage with the content. This provides great opportunities for more effective data collection.
Personalization
There is a lot of talk about segmentation in the context of email marketing. Yet we see companies sending the same content to their entire email database. Unfortunately, the biggest reason for this is usually lack of resources. In a 2019 Forbes survey, 80% admitted that they would be more likely to give their business to a company that offered them a personalized experience.
Video
In 2019, we witnessed a much higher visibility and engagement rate associated with moving content. This trend will continue to grow in B2B and put a demand on the production of more moving content. For example, webinars, video marketing but also personalized and spontaneous video content in social channels.
Cross-functional teams
Working in cross-functional teams means that different competencies with different points of view work together in a team -team tribe- to achieve a specific project goal. This way of working helps companies integrate different departments and create close collaboration between departments. It also helps to optimize the use of resources and skills in the company. SMarketing is part of this trend.
The development of Martech technologies is changing at the same pace as the line between sales and marketing is disappearing. Having consistent data across the organization, and certainly across sales and marketing, to create business value is becoming increasingly important.
This places demands on how we use data and technology in marketing and sales and requires the CSO and CMO to jointly create a technology landscape that simplifies the integration between these functions. Cross-functional collaboration will be key to unified communication throughout the customer journey.
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