The Most Constant Marketing Trends

by Nichole Gunn VP of Marketing

Business to business marketers are always dealing with issues like growth and increasing ROI. That’s not likely to change anytime soon. Listed below are some of the most prevalent marketing trends that you should be paying attention to.

1. Continued Increase of Mobile Marketing

Mobile marketing is certainly not new. In the middle of 2014, mobile devices overtook desktops as the most preferred method to view and download content from the internet. By the end of 2018, more than half of all business to business companies had responsive websites, which meant they were more easily accessible on cell phones, notebooks and tablets.

There is little doubt that this trend will continue to climb, and eventually, all B2B marketers will see the need to have mobile-ready sites.

2. Continued Increase of Social Media Marketing

In 2015, 9% of marketers noted a significant ROI from marketing efforts on social media. Today, the percentage of marketers with similar findings has nearly increased to 50%. Clearly, business to business marketers are learning how to successfully convert the activities on social media into leads, sales, and increased revenue for their company.

The role of social media will undoubtedly continue to be a factor in B2B marketing for the foreseeable future. It can be quite an ally as far as giving you the opportunity to access some face time with hard-to-reach people. It's a tool you can leverage to keep your referral funnel full.

3. Marketing Automation Tech

Numerous studies show that one of the marketing trends growing the fastest today is the increased use of marketing automation technology. Automation tools are in play at every size and type of business to business marketing organizations.

They're used to drive e-commerce sales, to generate and respond to leads, to gather customer data, and to manage campaigns across multiple channels, along with many other uses. In companies whose marketing contributes over half their sales, a full 58% of the top-performing ones are using marketing automation.

4. “Agile” Marketing

For years there's always been a lot of talk about working smarter, not harder. Agile marketing advocates working smarter and doing it a lot quicker. The concept sprang from the minds of software engineers and it evolved into the hot trend it's now become in the marketing world. In 2020, it has become increasingly popular due to today's microwave society.

The ultimate goal of agile marketing is to help you get the right thing done at the right time. This often means turning loose of traditional departmental barriers and working on using a collaborative approach.

It may seem challenging at first, trying to adjust a corporate culture to the agile marketing model, but the benefits go much further than simply an increase in sales.

5. Improved Customer Experience

Rather than focus only on methods based on the lifetime value of your customer, a business-centric approach, try offsetting it with techniques that are customer-focused. Online rewards programs are an example. This lets you provide a relevant experience for your customer across multiple points, and you can concentrate on what they value the most.

You'll quickly discover how the symmetry between these approaches can give you higher revenues and stronger feelings of customer loyalty.