Things are changing in the B2B marketing world: millennials make up a larger section of B2B buying decision makers, while researchers are doing more searches before engaging with a website.
So, according to a recent Forbes piece, B2B business have to create experiences that catch decision makers’ attention.
Here are the ways you can be more successful in your digital marketing in the new year, according to Forbes.
1 – Personalized comm’s w/ customers
Forbes says 72% of buyers don’t just want B2B companies to personalize communications with them, they expect it. These buyers should therefore receive comm’s which are tailored to them in a way which suits their specific needs as your customers.
2 – Heralding email sends
Email should already be seen as an important – if not, critical – part of your B2B marketing strategy. But emails with dynamic content and tied to AI can make the above personalization goal easier and create real analytics data for further tinkering.
“That’s why it is now more important than ever for fast-growing B2B companies to invest in email marketing tools that can help them leverage these technologies. Examples of these types of email software tools include Campaign Monitor, Customer.io and SharpSpring, to name only a few,” says the Forbes article.
3 – Real investments in social media
B2B businesses often overlook the importance social media has on their marketing plans. We’ve seen this become a rampant truth within the AV industry, but it needs to stop.
Do you want your Twitter or Instagram to generated better-targetted leads? Build your brand? Improve customer service? What’s your goal for having them? Answering this question will help you decide what to actually populate your feeds with.
Of course, you also have to determine where those leads are: Twitter, Instagram, etc.
4 – Use of chatbots for lead gen
What if you could use Facebook Messenger to book a demo or solve a customer problem? There’s a chatbot for that. There are many ways to make chatbots more useful to potential clients. And Forbes says businesses will invest millions into this technology in 2021.