BY Chloe Nicholls - January 4, 2019
It’s that time of year again when we round up the next big trends for B2B marketers. Below are some of the trends we predict will be the next big thing in 2019 and beyond…
Personalisation is more than just using the first name in an email marketing campaign. It’s about creating a one-to-one experience at scale across all your marketing channels, from emails, landing pages, paid media campaigns and content. Take advantage of the data and tools you have available to create a truly personalised experience for your B2B buyer and engage with them using relevant content that will capture their attention.
We’ve been using content recommendations across our email marketing campaigns to segment our audience, which has vastly increased engagement for our customers’ marketing campaigns. By using a personalised approach based on an individual’s topic interests and behaviour, we’ve found that opens and clicks have increased by x8.
Account-based marketing will continue to be a major trend for B2B marketers as they transition towards targeted outreach. Based on specific accounts and companies, these strategic marketing programmes will then be rolled out to engage with potential prospects and leads. We’ve found that our marketing campaigns which take an ABM approach – targeting specific company names, job titles, and company size – far outperform those which instead ‘batch and blast’ our entire database.
B2B buyers are hungry for new information and resources to help them to make faster decisions and keep up with the speed of change. Last year we hosted over 100+ webinars and they continue to be an effective channel to engage our audiences to keep them informed on latest trends and industry updates. We’ve also been experimenting with content formats such as regular podcasts and video content to offer different ways to consume latest news and industry insights.
With connected devices and speakers such as Siri, Amazon Alexa and Google Home on the rise, this presents a new opportunity for B2B marketers to optimise on their SEO strategy to capture voice search. It may not become mainstream just yet, however 2019 will be the year for experimenting with voice search and conversational marketing.
From marketing automation to chatbots, artificial intelligence is touching every point of the customer journey. One of the ways we can see AI improving B2B marketing content strategy is to analyse audience behaviour and identify which topics and content formats create the most engagement. We’re currently working on a Content AI tool to help B2B marketers identify which content is creating the most engagement across our communities.
If you’d like to learn more about our Content AI tool then get in touch with Sam.Laswon@contentive.com who can provide early access and the opportunity to be one of our first beta testers.
Download our 2018 B2B Marketing Survey Findings to discover the key trends for B2B marketers and latest insights on the B2B marketing landscape.