Did you know that the B2B market is considerably larger than the consumer market, with an estimated growth of 11% per year in Canada? Yet, aside from a few blogs, online courses and webinars, it remains difficult for B2B marketers to meet their specific training needs. 7 B2B Marketing Trends to Watch. That’s why, this year again, I traveled to Boston for the B2B Marketing Forum , the annual gathering of hundreds of marketing professionals.
Back to basics: knowing your customer
It’s still true in 2016: most companies don’t know their customers well. In the age of content marketing, this is especially damaging. By trying to guess our customers’ preferences, we bore them and they lose interest! Why not just ask them? The more control you give your customers, the more likely they are to maintain a relationship with your brand, especially in B2B.
Do less, but do it better and at the right time
Is it really necessary and effective to broadcast your content on all social media platforms, always hoping to get more clicks, more “likes” and constantly looking for the next “high”? Experts believe not. You will stand out more by developing more in-depth content and distributing it strategically. Try SLOW marketing !
Data, data and more data!
Allergic to monitoring? Don’t worry, you’re not alone! According to Forester, 65% of marketing leaders are unable to quantify the ROI of their digital marketing. This works against them with business leaders who allocate budgets. Marketing teams need to know what data to monitor and, more importantly, how to interpret it to measure the success of their strategies and the value of their work.
Web content strategy retains its vital role
Of the sixty or so training sessions offered at the israel business email list Forum, more than a third concerned web content. Companies are more than ever called upon to personalize their content according to audiences and their level in the business relationship. To date, companies that do not adopt a content strategy increase the cost of each lead generated, period.
Email Marketing: Still Customers’ Preferred Method
According to the firm Marketing Sherpa, 70% of customers prefer to be contacted by email, compared to less than 20% for social media and only nearly 10% by video (YouTube or Vimeo). Those who predicted the death of the newsletter can go get dressed!
Mobile: an unavoidable reality
“Thumb is king” our southern neighbors like to say! Mobile device users must absolutely be considered, with responsive websites how to do marketing on whatsapp business? newsletters that remain aesthetically beautiful, regardless of the email software used. It would even be time to avoid writing the word “click”: today we rather slide our thumb on the screen.
Marketing and sales: get your violins in tune!
The rivalry between these two roles is not new cz leads and those who can work together for the good of the company will come out on top. The secret: involve the sales department in the development of your marketing strategies, because they are in direct contact with your customers! And above all, remember to train all the people likely to have an influence on the success of your campaigns.
An event on November 22 and 23 in Montreal
The good news is that Les Affaires Events is back this year with the 2nd edition of the B2B Marketing Summit and I will be there! On the program, more than 15 training sessions and workshops to help you invest your energy and budget in the right places, in a rapidly changing context. For my part, I will offer you a concrete method to analyze your strategy and tactics to do more with less.
