There’s no question that the events of 2020 drastically changed the way most companies operate, especially when it comes to their marketing. Due to the events of 2020, some important changes happened, such as more than 80% of the sales cycle going digital (Forrester).
Digital transformation is unavoidable, no matter the industry you are in, and 2020 was the nail in the coffin. So, with all the changes last year has brought, what are the trends B2B marketers should be aware of for success in 2021?
Account-Based Marketing or ABM, has been the trend for marketers for the past few years. Because of the pandemic, companies have shifted their ABM strategies to focus more on growing business with existing accounts. This strategy is successful due to the close relationship between the marketing and sales teams. Collaboration between these two departments allows better use of the company’s marketing materials.
The pandemic has fiercely increased the number of online videos people watch. Video marketing is especially powerful for B2B marketing, adding a visual aspect to your consumer’s buying journey. According to a study done by Wyzowl, 91% of marketers feel video is more important for brands in light of the coronavirus pandemic.
With the majority of our shopping done online, consumers are looking for ways to research the products they are interested in. This has been a struggle for most companies looking for a way to provide their customers with an interactive, immersive experience.
Unsurprisingly, YouTube and Facebook are the most widely used platforms among video marketers — used by 89% and 70%, respectively (Hubspot).
Due to the large growth of digital marketing over the past few years, there’s no doubt that we will see marketing automation becoming an industry norm. The customer journey is overwhelmingly dynamic with the numerous touch points they have to go through, it’s important to have an attribution model that allows you to track these efforts. Over time, as a company grows, it’ll be nearly impossible to track these numbers manually, making Marketing Automations an absolute necessity. And according to a study done by SalesForce, 67% of marketing leaders already leverage marketing automation tools!
The Customer Experience
Now with most B2B buyers stuck at home, brands have shifted their focus to creating more interactive experiences for their customers. The shift to remote work has caused nearly all brands to focus on creating content to engage their consumers digitally. Although this digital revolution was caused due to the events of the pandemic, the convenience and flexibility of the digital customer experience are here to stay, meaning if you haven’t shifted your strategy to a more customer-centric focus, you’re falling behind.
LinkedIn will continue to be the #1 platform for B2B marketers to reach their audience online throughout 2021. In 2020, LinkedIn became an attractive marketing platform with over 300 million active users. Today there are 740 million members with over 55 million registered companies! The platform was built for business networking and is the place to be if you’re looking to generate B2B leads and increase your ROI. Need help getting started? Check out our LinkedIn Authority Blueprint! We’ve been helping clients for years bring their LinkedIn profiles to the next level.
As a marketer, it’s important to stay up-to-date on the latest trends and tactics in the industry to continue to generate leads and grow your business. If you’re struggling to pivot during these times, reach out to us! We would love to hear from you.