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Understanding B2B Technology Marketing In 2020

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Saroop KP

B2B marketing trends are entering a new phase that could fuel the emerging tools in the field, helping companies in leveraging them for effective marketing strategies.

Technology driven marketing went through a mercurial period over the last decade as technology became democratized and tools emerged to carry out the marketing efficiently. The decision makers in the B2B business areas have also changed as millennial comprises almost the half of the entire B2B buyers. It is no more about getting the attention of the buyers but also navigating them through the buying process to the sale. Companies have started reforming their B2B marketing plans that could set the trend for 2020. B2B marketing technology platform is ever developing and exploring new areas, equipping businesses with a solution for the future. So, what should be the novel areas where B2B marketers zero in for the year 2020? Let’s take a look.

As many of the B2B marketers are aware of the need for Content Marketing, the year 2020 will be

focused towards the strategies to stay updated while reflecting the trends. According to Content Marketing Institute, 91 percent of the B2B marketers use content marketing to reach the customers. As people have started consuming content through various formats, not only texts but audio and video, it showcases the need for integrating effective content for the people. As more marketers jump on this bandwagon, they could explore new possibilities for transmitting these contents to the targeted audience. Buyers will show more interest in content with valuable insights and data, as it attributes credible sources.

It is important to notice that content alone does not do the necessary job. For content to reach the right audience as per their interests, personalized communications are equally important. Like the B2C strategy, businesses can target their customers at the business levels using the same. There are technologies available to execute personalized communication for audience by opportunity size and fit. By identifying key priority segments, understanding of customers’ business and personal context can help them make decisions across their buying journey. Plunging into these areas can make marketers deliver B2B personalization at scale.

In the large pool of online retail stores, it is never an easy task to gain attention. This has paved the way for Programmatic Advertising. While discussing the B2B marketing trends in 2020, the need for automated buying and selling cannot be omitted. This involves targeting tactics, segmenting audience for advertising, usage of algorithms for making placement and optimization process more efficient. B2B marketers benefit from a number of advantages such as lowering the cost of advertising and streamlining the process using error free methods. Recently, Google has buckled up spending on 60 percent for Programmatic Advertising by the end of the year 2020.

Another major and unavoidable element is the social media strategy in B2B marketing. As we know, social media has grown and emerged as a vital component that could successfully drive digital communication strategies. There is no difference when it comes to B2B marketing methods, as industries in which B2B companies work have long sales cycles. The areas of data and analytics capabilities grow as technology continues to reform the B2B trends in the coming years.

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