With marketing automation, not only will you be able to automate repetitive tasks, you can also nurture prospects with highly personalized, useful content along the journey to purchase. Marketing automation is more about nurturing your prospects than selling to them. Content marketing. Content marketing is highly effective for B2B marketers to educate potential customers about best practices for their industry. To make your content initiative effective, aside from having a documented content strategy, it is vital to measure content marketing ROI as well. You’ll also need to measure various factors like traffic, brand awareness and customer engagement that you acquired through content marketing along with sales and revenue. Content personalization. Just like the previous years, LinkedIn is expected to outperform other social channels for B2B businesses. After being acquired by Microsoft in 2016, LinkedIn has released tons of features that are geared towards making LinkedIn the most efficient and cost-effective platform for reaching B2B audience. B2B marketers are making more data driven decisions with LinkedIn than ever before, and the trend is expected to continue in 2018 as well.
The new year is coming fast, and the best way to prepare — and stay ahead of your competitors — is to anticipate upcoming trends in B2B marketing. Just like the previous years, marketers will have to continue to deal with tangible growth and ROI pressures in 2018 as well.
Here are four emerging marketing trends you need to integrate into your 2018 marketing plan.
1. Marketing automation.
Wouldn’t it be great if you could automate your everyday B2B marketing tasks to save time? With marketing automation, not only will you be able to automate repetitive tasks, you can also nurture prospects with highly personalized, useful content along the journey to purchase.
Although the technology is in its early stage of maturity, marketers are pushing themselves to exploit the possibilities to deliver relevant and timely communications to prospects to nurture leads.
Marketing automation is more about nurturing your prospects than selling to them. It helps you streamline your inbound marketing strategy and enhance the communication by delivering content at the exact time your prospects need it.
2. Content marketing.
For many years, content marketing has been a popular technique to nurture and acquire leads in the B2B industry. As the customer journey becomes longer, businesses will need to deploy plenty of research on different stages of the customer lifecycle. Content marketing is highly effective for B2B marketers to educate potential customers about best practices for their industry.
Although nearly 90 percent of B2B marketers use content marketing as a core component of their online marketing strategy, only 37 percent of them have a documented content strategy, according to the Content Marketing Institute’s 2017 benchmarks. According to those same benchmarks, lack of strategy is the primary…
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