B2B Marketing Trends in Manufacturing, Technology and Industry for 2020.
As digitization and automation grows in our lives, the need for strategic, smart B2B marketing for manufacturing, technology and industrial companies increases. Our team (yup, real people, not a bunch of algorithms) are on top of the latest B2B marketing trends for 2020. Here are some of the top trends we are tracking as we develop plans for our clients.
Trend One: Content is King.
Content marketing is key for lead generation. In today’s Attention Economy, making certain that you regularly provide content of value to customers is essential to any on-going relationship. Provide content that customers can use and you will become a resource that they turn to again and again. It’s never been more important to be strategic about the content-driven marketing assets you create.
Trend Two: ABM Equals ROI.
86% of B2B marketers found that Account Based Marketing (ABM) outperformed other marketing investments in terms of return. In ABM, we identify key targets, engage them with content that is valuable and personalized to their needs, then land the prospect and expand to other key targets within that company. Read our white paper on Account Based Marketing for B2B companies.
Trend Three: B2Me
The two B2B marketing trends above suggest the importance of identifying targets and delivering content they value. But what makes them value it? Informative, future-forward content that a customer can leverage and learn from is great. But making sure you fully understand their industry and how it’s being impacted requires content that is personalized, not generic. Serving up content that is highly-relevant is the secret to winning hearts and minds and business. Understanding who your target really is – a fully fleshed-out persona that includes their cares and concerns – is a critical piece of the plan.
Trend Four: Post or Be Toast.
Investing in social media for your B2B business is smart spending. 90% of marketers, even those working for small businesses, say social marketing has raised awareness of their brand, products and services. And 75% say social marketing has increased traffic to their website. If you want to reach your audience, you need to go to where the customers are spending their time. Online. Remember, not every initiative is hitting people at the bottom of a sales funnel (when their next step is to contact you). Those top level sales funnel connections are becoming a critically important B2B marketing tool.
Trend Five: Update SEO. PDQ.
Google rolls out changes to its algorithm 500 to 600 times per year. While you can’t possibly track and respond to every update (nor probably should you), updating your SEO strategy is smart. It is likely that by 2020, only half of searches will be conducted using text, and the remaining half will be voice search. There will be other dramatic shifts as well that you will need to stay on top of to make certain your site is well optimized. If your marketing department can’t stay abreast of this pace of change, partner with a B2B marketing agency who can.
Trend Six: Don’t Count on Luck. Measure. Measure. Measure.
You’ve paid attention to B2B marketing trends and implemented a smart, successful strategy based on these insights. As you work with your agency to create assets and implement your tactics, remember that guesswork should not play a part in measuring success. Analytics capabilities are advancing as fast as anything else in the digital world. Looking at data with an expert eye can help you to attract the right target audience, and in turn, helps you attract higher quality leads. Understand your customers’ physical and digital journey, and you can customize the channels and campaigns that lead to conversions.
Trend Seven: People Matter. Thinking Matters.
Automated software, CRMs and programmatic insights have value, but they are no replacement for a thinking human being. The growth of automated marketing programs have increased recently, but their promise is often misleading. Nothing in the B2B marketing world is set-it-and-forget-it, and the idea that software can truly understand and predict behavior is not accurate (at least not yet). Humans – your customers – are driven by emotional connections. While their decision-making process may be highly analytical, there is almost always a core concern that has an “incalculable” weight – be it safety, risk, savings – as well as an emotional hook that draws them into your content. In the Attention Economy, that hook is even more critical to get right. Software is great, but knowing you have people thinking and crafting your B2B marketing strategy is more important than ever if you truly want results that matter.
Leading the Trend in B2B Marketing
Don’t go it alone. B2B marketing trends are changing as fast for manufacturing, technology and industrial companies as they are for consumers – and in some ways – even faster. Creating great marketing plans, content, design that scales, and getting more bang from your SEO and digital marketing isn’t natural or intuitive. It is a learned skill. Analyzing metrics requires expertise too. Contact us and we’ll create B2B marketing tools that return results. Our experts know how to craft strategies within a budget that deliver success. Let us help you Power Up Your Marketing today – contact us to set up a time to chat.
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