Business-to-business (B2B) marketing continues to evolve with each passing year. As a result, marketers and salespersons need to familiarize themselves with the latest trends; otherwise, they'll get left in the dust by their competitors. So, what kind of B2B marketing trends can you expect to see more of in 2017 and beyond?
One notable trend is the use of video. According to one survey, 57% of B2B marketers believe video is a "very effective" marketing tool. Other surveys have found that 92% of B2B marketers believe video is their most wanted content. Of course, this shouldn't come as a surprise given that YouTube receives more than 1.5 billion users every month. B2B marketers can use this to their advantage by creating and publishing relevant videos on YouTube and other video sharing platforms.
Another B2B marketing trend that's gaining momentum involves the use of databases. There are companies out there that specialize in lead prospecting and harvesting, which they curate into ready-to-sell databases. So, instead of manually acquiring all of your leads, you can buy massive databases consisting of verified and validated leads. This is a huge benefit for B2B marketers, as it means less time prospecting and more time selling.
Not surprisingly, mobile is becoming a key focus of B2B marketing. According to a recent Pew survey, 77% of Americans own a smartphone. Moreover, mobile Internet traffic has surpassed desktop traffic, meaning more users access the Internet on smartphones and tablets than desktop computers. For B2B marketers, this means a shift in the way in which they promote their products and services. If you want to capture the most visibility with your marketing messages, you need to cater them towards mobile users. Because as revealed in this survey, more users access the Internet on mobile devices than desktop computers.
Content marketing is becoming more visual, both for B2C and B2B marketing. Rather than focusing strictly on text-based articles and blog posts, for instance, B2B marketers are now using photo galleries, slideshows, infographics and other visualized forms of content to convey their message and promote their brand. According to HubSpot, visual content marketing such as this makes content more engaging while subsequently encouraging users to share it. If you want to connect with your audience, consider visualized forms of content to maximize your marketing efforts.
These are just a few of the latest trends in B2B marketing. While no one knows exactly what's in store for B2B marketing, it's safe to say these trends will continue in the years to come.