B2B marketing trends; what’s hot?

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We’re amid the fourth industrial revolution. The lines are increasingly blurred between physical and digital worlds. It’s exciting times for marketers; but is it shaping your marketing strategy in 2019? Here’s what the industry’s marketing minds are saying about B2B marketing trends, here’s our latest round-up:

Data vs. creative

Jason Heller, partner and global lead, digital marketing operations at McKinsey, told CMO.com: “We did some research earlier this year [2018] on the integration of data and creativity to drive business growth. And one of the things that came out of the study was that companies that integrate data and creativity in their day-to-day practices drive two times the growth of companies that have those capabilities but manage them separately.”

With this integration showing successes, we will see a greater collaboration of team members, and/or creatively upskilled analysts and data crazy creatives.

Effective targeting

According to blazecommunication.com, “Making sure you are delivering the right message, to the right person, at the right time, has never been more effective thanks to a range of tools that are now available to the experienced marketer.”

We agree with this 100%. And so, it seems, does Jessica Reznik of We’re Magnetic. She told Forbes: “…we’ll see AI [Artificial Intelligence] play an even bigger role for brands as they look to personalise and automate more digital and traditional communications.”

With so many data insights and technology options available, you must define your target audience before considering your marketing and communications strategy.

Content Marketing growth continues

The popularity of content is about more than SEO. At Capella Synergy, we’ve seen for ourselves and our customers that high-quality content instils trust within a business’s target markets. Individuals see up to 5,000 ads per day and have learned to ignore the noise of pop-ups and banner ads. As a result, content has become more cost-effective than paid ad campaigns. In fact, B2B marketers who use blogs generate 67% more leads than those which don’t.

Content also goes hand-in-hand with social media, and so it gives businesses huge reach for their brand, messages, and services.

Content marketing will continue to grow, as part of solid marketing strategies. Gary Vaynerchuk, founder of modern-day media and communications company VaynerX, says: “Even though you’re selling to businesses, you’re targeting human decision makers. And humans will respond to your content.” We can’t over emphasise this! Creating your content as if you’re having a face-to-face conversation with someone DOES build trust with your followers.

Video continues to reign

The growth of mobile is still fuelling the rocket that is video. Fully produced video content can be expensive. But companies (including SMEs) are increasingly realising the power of putting their team in front of the camera, even when it’s unpolished.

Hubspot says that social media posts with videos in them boost views by 48%, and visual content on Facebook specifically increases engagement by 65%. We’ve tested video for ourselves and our clients and these numbers are real.

But with Cisco has projected that over 80% of all Internet traffic will be video by 2021, many companies and individuals are still wary of being filmed. The good news for them is that videos don’t have to be long to make a difference to your engagement levels.

Check out our blog on ‘what’s trending in social media’ for more tips on video marketing. And get filming, because you can be sure your competitors will be using video in 2019.