In a broad and diverse list of B2B marketing predictions, number-one on the list is that B2B marketing will become more human. Because the field has long been focused on selling to entities — not necessarily directly to humans — it’s tended to only stick to the facts. But the time is now to approach B2B in a more human way, speaking to business buyers and evoking responses such as confidence, optimism and accomplishment. While many may have caught on to this already, the approach will now become more mainstream. The article notes, “…It’s time to be more human. To talk to the buyers as individuals, in a language that moves them.” Recent research by Forrester predicts that making our interactions more human will be a key element for CMOs to drive new strategies and innovation moving into the future.
B2B marketing has long been deemed the poor cousin of B2C. But B2B brands can no longer afford to lag behind consumer brands when it comes to customer experience. Brands are measured by the same standard, whether it’s a business or personal purchase.
The numbers are in, and they confirm that podcast ad popularity will continue to grow rapidly. In fact, podcast revenue is expected to grow 110 percent, and the number of podcast listeners are expected to increase to 83.8 million by 2020.
Voice-enabled devices and voice-controlled shopping have already taken over the consumer world, with $40 billion expected to be generated in sales by 2020. This means that voice commerce in the B2B space is no longer a far-fetched idea. Just as desktop and mobile ordering first took off for consumers, then bled over to B2B, the same is expected to happen with voice. This new e-commerce experience will help to streamline the often complex and tedious B2B buying process. Scenarios ranging from CPOs at a hospital needing to order surgical instruments to an EA in an office setting needing to order office supplies will benefit from this expansion in purchasing options.
Are you familiar with AI? If not, now is a good time to introduce yourself. AI is expected to take over in 2019, changing the industry for both agencies and marketers.
Lead generation campaigns, up-sell and cross-sell programs, sales enablement support – all are competing for time and budget within your 2019 marketing plan. With so many competing needs, how should you prioritize marketing objectives for the next year?
You might want to consider a bit of reverse engineering. Start with your organization’s financial goals and determine how they break out by business unit and product line. This will serve as a basis for a conversation with business unit and sales leaders, and help you identify areas that need more or less marketing support.
Learn how to determine marketing objectives in an article from SiriusDecisions.