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Effective Online Marketing: The B2B Marketing Trends
- Published: 16/01/2010
- (Revised: 02/02/2023)
- Reading time: 2 minutes
The face of online marketing practices is changing. In order to succeed in today’s business world, companies must reinvent their approach to B2B marketing. Today’s B2B marketing trends are vastly different than they were just five or ten years ago.
With the arrival of a new year, here are some B2B marketing trends and best practices which we will continue to see developing in the New Year:
- A focus on B2B marketing content that is matched to buyer profiles: Buyers behave very differently now than in the past. Today’s buyer is much less receptive to salespeople, preferring to research information independently. Thus, B2B marketing best practices now require the creation of reliable and seemingly unbiased content to provide prospects with the information they seek. Like attracting fish to bait, B2B marketing content has to be targeted to the needs of buyers so that they “bite” into it.
- Increased online presence and focus on online reputation: The Internet has become a dominant source of information. To stay current with B2B marketing trends, a company needs an interactive website, a blog, a profile on different social media sites like Facebook and LinkedIn, not to mention videos, podcasts, and RSS feeds. It’s crucial to spread the word so that buyers can easily find you.
- Lead nurturing is key: Lead B2B marketing campaigns create demand. But each lead should be thought of as a seed. Not all seeds that are planted will sprout right away. They must be ready. With prospects, it is much the same—they must be nurtured until they are ready to embrace what you offer. Marketing best practices now make it easier to score leads based on their level of interest and readiness to make a decision.
- marketing automation practices: No B2B marketing campaign stands alone. Nowadays, B2B marketing campaigns are complex. They require planning and execution in order for campaigns to work in unison. Only a truly integrated marketing campaign leads to success. There are many existing tools to help you get better results with your online marketing practices. For instance, you can integrate social media into email marketing to achieve social marketing automation.
- Measure, measure, measure!: Last but not least is the bottom line. While branding is very important to a company’s development, it’s not what satisfies the company’s owners and investors. B2B marketing best practices should be monitored over a period of time. This will enable the company to properly manage and therefore invest more wisely in its B2B marketing campaigns, promoting better results and improving the return on investment.
Happy New Year!
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As we enter into the new year, I wish you all the best for you and your business. Feel free to contact me with any questions regarding online marketing.
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