B2B Marketing in the New Normal – Know the Changing Trends
When your direct clients are businesses rather than ‘end customers’ in your own niche or other, your marketing needs change and hence the techniques change too.
In the storming times of pandemic, B2B marketing has changed a lot, and businesses need to shift their habits and focus on more useful techniques to target their customers and communicate the message.
The field is changing. We have spent serious time evaluating what has been changing in B2B marketing and we have curated some findings in this blog for B2B industries willing to know the facts.
We all know the global recession is looming but we don’t know how big it will be or how much damage it will cause us but we surely know B2B industries will compete in a different market. As a B2B marketer, our job is to find ways to market these industries and ways to achieve growth when the pandemic is over.
Here are some of the trends we can expect to work best for B2B businesses.
Next level automation and advertising will need the strong support of AI
Although B2C businesses have experienced the benefits of AI in their marketing strategies, the B2B industry has been slower to adopt the technology.
Many of the marketers have been talking about AI in marketing; we have gathered some data about what B2B businesses actually expect from AI.
- 59% of B2B businesses and marketers expect to learn about their prospective customers.
- 53% want to improve their marketing to drive revenue.
- 37% want to make their marketing tasks easier.
- 31% want to get a detailed analysis of their B2B marketing strategies.
- 14% don’t really understand how AI will help their B2B marketing tasks.
Using programmatic advertising, B2B businesses can bid better while playing with their paid B2B marketing strategies.
The majority of marketers will help B2B businesses achieve more leads by using AI in their advertising.
AI has already helped many sectors minimize the risks of errors during bidding, and the costs involved. In the new normal when the pandemic is over and B2B businesses are ready to spend a sufficient amount on advertising, programmatic advertising will be a no-brainer.
Chatbots for lead generation
Even though B2B businesses have attractive and engaging websites, they need to experiment more with chatbots and gain their usefulness. Chatbots are a proven way to acquire and nurture leads.
Around 58% of B2B brands are now using chatbots on their websites. It’s estimated that by the end of 2021, businesses will invest around $4.5 billion in chatbot technology.
While they are available 24X7 for you, chatbots minimize the risk of losing your leads even if you are out of your office. Some chatbot features also allow you to connect with your leads on your smartphones.
A little popup of a chatbot on your website, while your users are surfing through your website, will help your users to connect with your brand easily.
Chatbots also help in finding out more about your leads, scheduling calls, educating your audience, and engaging your visitors who attempt to abandon lead forms.
Chatbots have around 35% to 90% of the response rate.
Users love interacting with chatbots too. 35% of users ask or state their core issue in chatbots and 13% directly ask for a solution to their problems or directly ask for services.
Here’s how chatbots are being used by B2B customers
- 37% use chatbots in emergency
- 35% use to resolve their complaints
- 34% use to find human customer support
- 22% use to get ideas about products
As more and more businesses are experiencing benefits of chatbots, the use of chatbots in lead generation is surely going to increase.
The video will be a new content marketing strategy
Videos are the hottest content form on social media today.
Webinars, live video streams, and videos that provide training and learnings are increasingly getting popular for B2B businesses to engage their audience.
73% of businesses say they have experienced a positive transformation in their ROI with videos. 93% of B2B businesses state that they have new customers on board with videos published on their social media platforms.
It has also been seen that B2B businesses using videos have generated 66% more leads than the businesses which don’t.
These stats are no surprise to what video marketing says a lot about the advantages of this technique.
B2B businesses can use video marketing both during and after the pandemic to enhance brand awareness, develop brand authority, create meaningful relations with the audience, and generate more leads.
Videos are useful for buyers, as well. As many as 59% of B2B customers or users state that if they will choose from consuming content in text or video format, they’re more likely to settle on video.
65% claim that they visited a company’s website after they have watched a video from the brand. While 39% even contacted the business by phone.
It’s estimated that online videos will account for 82% of all Internet traffic by 2022, which makes it crucial for B2B marketers to form videos in a neighborhood of their content strategy.
Personalization is the key this time
78% of B2B customers are preferring suggestions that connect them with their previous interactions with the company. 72% expect businesses to provide them with personalized suggestions.
This suggests a great chance for B2B businesses to put some elements on their website, social media platforms, and in their communication to provide a personalized experience.
With personalization at the core of the B2B marketing strategy will not only enhance brands’ revenue but also shorten the B2B sales cycle too.
The email has been one of the best spaces for B2B businesses to give their users a personalized experience.
Email personalization works the best for enhancing conversion rates, businesses that leverage personalized email marketing generate 7.6 times more revenue than the ones who don’t.
As said before, video marketing can also be enhanced with a personalized experience. Testimonials or case studies for your clients in video format will impress them and make them feel special too.
For B2B businesses, the new normal is going to be easy as well as fruitful. Industries are now re-opening and with this new normal, the start of the New Year will bring their businesses with quality leads and well-paying customers.
In this new normal, B2B businesses need to focus on AI-powered marketing and advertising such as chatbots, and programmatic advertising. Chatbots to be particular are going to be helpful in lead generation and nurturing.
When we talk about content marketing, every B2B business needs to focus on video marketing, webinars, live video streams, and educational videos to increase reach.
There is also a need of providing a personalized experience to clients in order to make them engage better.
Keep reading our resources on how we help B2B markets on our website and if you need any help with B2B marketing strategies, do let us know.