B2B Marketing Innovations

by David Jones Digital Marketor

Talking about the changes in B2B marketing, there are many proven methods but what we are looking at are the ‘trends’ that are out of the box that have gone through. As technology continues to transform the B2B marketplace, it’s important to take a moment and see which ones stand out from the crowd.

In this article, we’ll take a look at the 4-B2B marketing innovation trends that are making waves in the B2B scene and where they could head in the coming future.

Marketing Podcast

Podcast Insights states that 80% of podcast listeners listen to an average of 7 shows per week.

Interesting, isn’t it? There were over 29 million episodes of the podcast as of April 2019, and they are growing rapidly. In the United States, 51% of the population listens to podcasts, of which 49% of listening is done at home, and 22% is done while in the car.

As they say, truly, 'Content is the King.' So along with making the experts discuss your podcast, you should also have a strong content strategy. If thought leadership plays an important role in your content strategy, it’s important to create a scheduled and recurring podcast that includes experts in your industry for B2B brands.

You can invite experts from the same or different industries and the customer network to share their stories. Where you can reach more audiences, B2B brands, and thought leaders, later.

The key here, to have a good number of listeners to your podcast, is to broadcast real experiences. Let successes or failures or struggles and practical way-outs be found to overcome it. The more authentic your podcast sounds, the higher the chances of you reaching a lot of people. And no matter how big or small a business you run, a good marketing strategy will ensure some amount of success. However, that’s the part where you can also try influencer marketing as part of your marketing strategy.

Artificial Intelligence

Today, businesses are successfully using Artificial Intelligence in the form of chatbots as an important customer touchpoint. Through the use of machine learning, artificial intelligence captures vital data sets and helps strategize future content plans that will appeal to the target consumer. Artificial Intelligence can help better understand your audience and their persona, ultimately reducing marketing efforts to some extent.

According to this survey conducted by Brightedge, 25.69% of respondents believe that AI will affect businesses in the big time, especially after customer personalization. AI will also empower marketers by allowing them to focus on more productive tasks.

Thanks to its potential to identify B2B targets for internal and external marketing initiatives. Bridging is the AI between the sales team and potential customers. Artificial intelligence can be a most important step in the transformation of B2B marketing.

Email Marketing

Emailing is a traditional way to communicate in office settings, but it is also a simple way to make sales online. So you may wonder why it is listed under innovations. Now here’s a fun fact you should know.

60% of B2B marketers still say that email marketing is one of the most effective channels for revenue generation. It doesn’t matter where all the innovation takes us, but Email Marketing will be part of the B2B change cycle for a long time.

It’s no longer a batch game of email and blast; brands can now measure and predict the success of their email campaigns through personalization. There are many tools available in the market to help you.

When there is no time to draft a personalized message for many people, you can just run an email campaign. Moreover, the personalization of each email has an impact on the recipient. All thanks to technology!

More than 83% of B2B marketers use emails as part of their email marketing strategy. And people who buy products from email marketing spend 138% more than those who don’t. Email Marketing has always simplified marketing efforts, and with this personalized innovation, it seems to be a stronger B2B marketing trend than ever before.

Personalizing emails is not only what they think is important but also talks about the marketing efforts taken behind sending an email. So with this new trend of personalized emails, B2B marketing innovations seem to have leveled up.

Customer Experience

Further, B2B marketing innovation consists of, Customer Experience. The customer experience has undergone a significant change in recent years.

Netflix has made on-demand streaming a nightly activity, Amazon expects same-day delivery, and Google has made information easy at the click of a button or at a user’s voice command. It is a top priority to make these networks work exactly and in real-time. Both of these skills are brought to the B2B province.

According to PwC, consumers are looking for these top CX features:

· Speed

· Accuracy

· Kindness

· Informed help

Imagine Google found that 46% of B2B researchers and consumers are millennials. Customer expectations are deeply embedded in their buying and lifestyle habits because of their care in the digital-first environment.

Having low ratings, reviews, or negative comments on Google My Business or any social media platform about your service can inevitably lead to a bad rep, which will result in fewer leads. Also, the difficulty of finding information online can instantly kill consumers, causing damage to trust, loyalty, and satisfaction.

Is B2B Customer-Centric Brands Enough?

If you should know, there are only 14% of large B2B companies that are really customer -centered. This is a small ratio to integrate into the culture of B2B companies. This illustrates that B2B organizations need to be more focused on their customers and their needs with respect to B2B brands.

It is also an indication to B2B brands to take the opportunity from companies to recognize their brands and also increase revenue by delivering the ultimate customer experience through marketing efforts in the B2B pool.

31% of B2B marketing organizations have customer centricity as a key component of their organization. This ensures nearly a third of B2B brands have the structure, planned vision, and execution for the customer experience. However, this has not yet captured the company’s cultures.

Final Say on B2B Marketing Innovations

Whatever innovation or technology you bring to the table, modern consumers expect to be identified as individuals. End -of -day marketing is not about the B2B market or B2C market, but H2H, i.e., Human to Human.

What top B2B marketing trends do you want to try in 2021 and beyond? What has worked for you so far? Let us know in the comments below.