Business-to-business (B2B) marketing is a dynamic medium that will continue to rapidly evolve. So, what B2B marketing trends can you expect to see in the near future?
Statistics show that nearly 3 out of 4 (74%) marketers track return on investment and other key performance indicators (KPI) in their marketing efforts. The world's per-capita capacity for data storage has doubled every 40 months since the 1980s. Since 2012, more than 2.5 exabytes of data are generated daily. B2B companies are now harvesting and analyzing this data to improve their day-to-day operations. Quality data is the backbone of any scalable lead generation campiagn today. As powerful technoliges continue to become more readily available to small businesses, the use of data will only become more important in the coming years.
B2B sales teams are also leveraging the power of cloud computing to reach their target audience and sell their products or services. Cloud computing offers countless benefits for organizations, some of which include reduced overhead costs, enhanced security, more data storage space, and access to new technologies, all of which can be used to improve B2B marketing operations.
According to a survey conducted by Ascend2, lead nurturing is the most sought-after feature of B2B marketing automations systems. Rather than focusing all of their resources on acquiring new customers at the top of the sales funnel, B2B sales teams are investing more time and energy into nurturing their existing prospects in all stages of the sales funnel. This allows for greater efficiency and a higher return on investment.
If you aren't using social media in your B2B sales efforts, you are missing out on a highly effective platform to reach your audience. Statistics show that roughly 55% of marketers use social media to gain insight and data, which is later used to optimize their marketing plan. And with social media usage on the rise, it's safe to assume this trend will continue in the years to come.
Customer Relationship Management
It's estimated that 91% of businesses with 11 or more employees use a customer relationship management (CRM) solution. These versatile platforms allow B2B organizations to reach targeted prospects and nurture their existing prospects through the sales funnel.
What is predictive marketing and how is it reshaping the field of B2B marketing? Predictive marketing refers to the process of using data analytics to “predict” what prospects and customers will do next. Amazon, for instance, is constantly harvesting data on its users to better pair them with the right products. By predicting a prospect's behavior, you can customize your marketing approach to better align with their needs and uncover new business opportunity leads.