Thus, when they design platforms, they keep this in mind and incorporate it into their product designs. Thus, B2B companies need to understand how to guide customer journeys better with the help of digital tools. Basically, what is happening now in the B2B industry is in some ways catching up to B2C. They did not treat a litany of required changes to be one big block for a waterfall program to address. Marketers need to pay close attention to how this impacts their capabilities. UX stands for user experience. Rather, create educational material or thought leadership pieces. -, A significant trend I expect is having reliable online/social media monitoring tools that gauge legitimate brand sentiment. Also, consider its applications in architecture and design. These include both analog interactions and digital interactions. Looking to the B2C shopping journey as a key example, there are strategic elements implemented by brands that drive … B2B businesses should capitalize on this. This indicates a struggle for the former to push for digital initiatives. - Parna Sarkar-Basu, Brand and Buzz Marketing, LLC. Thus, we will likely see a push for more interactive emails that include app-like functionalities and smoother animations. But B2B hasn't realized that influencers are making their way into their space and will be just as disruptive. Marketers are scrambling to adapt their plans in such a dynamic environment. Communications pros share some B2B marketing trends to keep an eye on in 2020. No spam. Also, marketers mix in other tools such as popular mobile marketing tools to make texting an option. -, , 92% of marketers say video is an important part of their marketing strategy. About 80% of B2B buyers research and purchase their products on Amazon. Businesses are moving away from traditional enterprise buying habits at a rapid pace – in search of greater speed, transparency, and simplicity. As the new decade begins to unfold, the world of B2B marketing continues to evolve at breakneck speed. This results in inefficiencies. How Does Europe Remember The Arab Spring 10 Years On? However, it is not a perfect world by any sort of measure. If marketing and sales teams can align their goals and efforts, they can increase productivity and hit better marks on KPIs. Rather, create educational material or thought leadership pieces. Many experts suggest that a hybrid chat is key here. More Long-form Content. The companies that master a soft sell while being compassionate will be the winners of 2020. 35% of B2B marketers report that they have challenges in creating a cohesive customer journey across different channels and devices. This means personalization. One underrated and potentially overlooked component of 2020 SEO is local search. -, Given the current global situation, watch for more comprehensive virtual event strategies that use interactive platforms such as Zoom and Hangouts (vs. traditional webinar platforms). Regardless of what technology you employ (and there are some great ones out there with intent signals, web personalization, sending platforms, marketing automation, etc. Sure, there are similarities which we will discuss but the differences are more fundamental. Performance marketing is trending among marketers. Customer relationships in B2B setups can be worth millions individually. Thus, many positive customer experiences from the latter have influenced their B2B buying preferences. You distribute project ownership and give your employees stakes in their assignments. -, Hyperrelevance is all that matters now. Maybe, it is the sheer size of B2B companies or just the difference in the personnel makeup. Of course, self-service portals and knowledge bases can help out with this. Every industry, market, or firm can have different sets of buyer preferences. More and more people will be viewing content from the comfort of their home or office. One of the most startling statistics as we head into 2021 is that 21 percent of B2B teams still don’t have a cohesive B2B content marketing strategy. There are project management solutions that cater to professionals subscribing to the Agile approach. Successfully combining tech with personalization is what will make your sales organizations a winner in 2020. Also, they are immersed in a time where public and social discourse on social media is prevalent everywhere. -, We are doubling down on intent signals, using search analytics to guide our prospecting and digital advertising spend. As McKinsey and Company experts rightly state, human conversation facilitates and drives customization while digital tools bring quick visualizations and specifications. We’ll roughly describe them below. This is especially so as Gen Zers and more Millennials will come into the workforce and become B2B buyers and employees. Unsurprisingly, 52% of buyers want to speak with someone when they are in the process of buying a previously purchased offering but with a different set of specifications. Plus, it increases client engagement as well. When this happens, brands often terminate their campaigns and just go back to good old sponsored content or plugs. To wit, this is exactly what an agrochemicals company did. It's the best way to reach busy on-the-go tech marketers who tend to multitask while listening to podcasts. AI is the simulation of human intelligence useful for personalization and product recommendations. Personalisation means that the content of marketing material is tailored to individual users, customised for their unique interests, activity and interactions with your organisation. Then, publishers can review your product honestly and redirect viewers or readers to their special affiliate links. Well, we can say this for customers but maybe even more for email marketers. Events should involve multiple parties who interact, engage the audience, and take on more of a debate or panel session format to involve people and bring in multiple viewpoints and issues. No more standing on the dock waiting for the fish to swim past (our website). But with limited time and resources, what B2B tech trends should you follow in 2020 and beyond? Roughly, this approach works via small increments over time. One of the reasons our company keeps heavily investing in our employee benefits virtual assistance is its ability to hyperpersonalize communication at scale. However, there remains a big gap between digitization leaders and laggards in the B2B industry itself. The most important need of B2B customers is ROI. Firstly, it maintains that marketers should only pay for results–for desired outcomes like clicks, lead generation, and sales. Thus, B2B companies take a great deal of care to improve such relationships. It values rapid testing and efficient course-correction even at an early onset. On the other hand, B2C buyers are more intimate with the products they purchase. By automatically segmenting email lists based on what people click on, brands are seeing higher open and click-through rates, to lower unsubscribe rates. However, there may be some scenarios that can be problematic. On the other hand, B2B companies can largely be comprised of people on the technical side of things (e.g. Millennials and Gen Zers are coming into the fold. Businesses need a single view of everything that happens in their business scope. This is why it is counterintuitive and questionable for B2B firms to be averse to using advanced analytics. Amazon is bound to get more sellers[17] in the near future. Also, if you want to manage agile teams, you can use Agile-friendly project management platforms. Each client relationship is worth millions[1] of dollars for large enterprises as McKinsey and Company pointed out. It is safe to assume that customer preferences change from industry to industry, market to market, and firm to firm. We are confident that in 2020 the vast majority of new B2B platforms projects will have full support for mobile devices. According to a HubSpot report, 92% of marketers say video is an important part of their marketing strategy. Also, the company’s organization can also be rigid. They expect sellers of products and services to tailor their engagement to their individual needs. Stay on topic. The challenge here is to bring superb customer relationship skills that B2B representatives provide online and support them digitally. There are ways to become more proficient at UX design. However, trends change and shift so quickly that even the most current experts sometimes find themselves caught unaware when new marketing strategies or approaches emerge. In 2020 zullen we zien dat … So, what you can do to help your customers find relevant information themselves is through the creation of self-service portals and knowledge bases. We'll also be faced with the challenge of creating entertaining and interactive content that'll break through the clutter and impact a company's bottom line. Firms can position themselves as thought leaders in their industry by producing podcasts and having experts on. Analytics and intelligence tools can help them create a real-time working picture they can trust. It shares the risks of creating campaigns with publishers. However, more and more B2B companies are investing in such tools nowadays. What dominated the conversation? These should be curated in a way that customers execute the desired actions of your business. We’ll quickly discuss them below, including some points where the B2B industry still needs to do more work to catch up. But B2B hasn't realized that influencers are making their way into their space and will be just as disruptive. Click segmentation will help brands take their digital communications strategy to the next level in 2020 and beyond. There must be internal cultural factors at play intrinsic to B2B businesses. Many have adopted this approach because you just pay for results. So, this trend is really worth watching. Also, it is always good to keep in mind that the B2B buyer’s primary need is a return on investment. EU Office: Grojecka 70/13 Warsaw, 02-359 Poland, US Office: 120 St James Ave Floor 6, Boston, MA 02116. -, The coronavirus pandemic has created a sudden, major disruption to the economy. B2B businesses can create their own podcasts to position themselves as thought leaders. People don't read. Companies adopt Agile not only to boost productivity but also to increase team morale and reduce costs. However, this may not be trending yet. - Prashant Saxena, Isentia, 11. As a result, B2B technology companies are investing more in developing their own tech stacks that are integrated cross-channel with DMPs and CDPs. They want this to be as hassle-free and error-free as possible. 50% of B2B marketers use analytics to measure ROI and success. Thus, more and more B2B firms need to adjust and maybe even adopt an omnichannel approach to dealing with the incoming waves. Performance marketing can help you increase your advertising reach and diversify your revenue streams. Also, for about a third of B2B companies, they found that it takes more than a year to employ a new digital idea. You can start searching for the right partners through affiliate networks. Remember that B2B buyers don’t want to interact all the time with a person. B2B companies are now looking for ways to make customer experiences as engaging as those of their B2C counterparts. It's the best way to reach busy on-the-go tech marketers who tend to multitask while listening to podcasts. Tools include highly-functional websites with quotation engines that make offers transparent. However, this gap is getting smaller. Design your communications for an audience of one. As mentioned, B2B companies co-develop and customize products for their clients more than their B2C counterparts. These trends bring innovation to the fintech industry and transform the efficiency, productivity, and security of consumer behaviour and business operations. Don't push products or solutions. However, you can read up on it in this UX toolkit proposing a human-centric approach[4]. This is defined as something that: “…encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”. There is such a thing as “too much contact”. Also, they want fast real-time responses. A B2B company selling SaaS to build websites has been known to market its services via affiliate links. All B2B Directory Rights Reserved. It will allow marketers to add photos, videos, locations, map directions and more to their messages. Many are on their way. Thus, you don’t want to enter the marketplace when it is saturated. You and customer service representatives should have notes handy and handle every case in the appropriate context. B2B Tech Tuesday is our weekly check-in here at Spreckley, where we share all the most interesting and useful B2B and enterprise technology news, innovations and trends. This became a “portfolio of initiatives” with various project owners. Having an easy-to-use self-service portal available can reduce your customer support costs as well. Of course, there are still problems when it comes to alignment efforts. Business-to-business marketing professionals need to stay aware of the newest trends in the industry continually. We will discuss more of this in the next section. Videos can be personalized and that's what customers expect from brands. There are six customer journeys that B2B companies need to support using hybrid interactions and policies. This can let you conduct construction site tours and interactive marketing presentations. Moreover, they prefer self-service and self-discovery both before and after purchasing. They tend to be on the farther end of the supply side whose products and services are relatively safe from quick fluctuations of end-user demands and preferences. Some experiences are quite native to the B2B industry. Members share some of the most popular up-and-coming B2B tech marketing trends. You can sponsor content by giving out free products and services to publishers. If you don’t know what performance marketing is[14], here’s a definition of the term by the Performance Marketing Association (PMA): “Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay marketing companies (a.k.a, “affiliates” or “publishers”) when a specific action is completed; such as a sale, lead or click.”. They tend to support advocacies and companies that see eye to eye with them in social and environmental issues. Furthermore, the overall strategy of the company that is blind to the digital factors in the industry and market will not be very useful. In this year’s 13th Annual State of Agile Report, data revealed that 51% of companies have adopted Agile to increase productivity[5]. B2C companies, in general, can have more customer service representatives or customer-centric job positions. Professional Services Automation Software - PSA, Project Portfolio Management Software - PPM, 14 B2B Trends for 2020/2021: Future Forecasts You Should Know, UX or Customer Experience: The Six Journeys, Agile-friendly project management platforms, using chatbots for online customer service, business intelligence tools for small businesses, Digital Sales & Analytics: Driving above-market growth in B2B. They want to find and use information effortlessly. In this episode of B2B Tech Talk, Keri chats with IBM Security Command- Chief of Operations Chris Wilkes, about the biggest cybersecurity trends we’re seeing in 2020 and IT best practices. Videos can be personalized and that's what customers expect from brands. Additionally, B2B companies are more likely to use digital automation in their internal processes rather than customer-facing ones. 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