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New B2B Marketing and Sales Strategies for 2020 [Report]

New B2B Marketing and Sales Strategies for 2020 [Report]

by bersondev | Jan 10, 2020 | Advertising, Digital marketing, Marketing, marketing automation, Marketing Strategy, Social Media, Video, Video Marketing

B2B Marketing Strategies

With the end of 2019, it’s time for B2B marketers to look towards 2020 and determine the goals and strategies they’ll use to achieve them. In a recent report, B2B marketing professionals have listed converting leads to customers and increasing sales leads as their top two marketing objectives in the coming year. But how will these objectives be achieved?

Nearly half (47%) of respondents say they will use personalization strategies in 2020, while another 42% will be exploring account-based Marketing (ABM). Although ABM is still a new approach for some, another report indicates that a majority of B2B marketers have been using this strategy, in some variation, for at least 6 months.

Video marketing is another strategy some two-fifths (41%) of the B2B marketing professionals surveyed say they will try next year. Video was tagged as one of the main B2B trends for this year, so it seems that those marketers yet to incorporate it into their arsenal will do so next year.

Marketers are also planning to use other strategies including AI and automation (36%), influencer marketing (27%) and programmatic advertising (19%). Others are exploring newer strategies such as conversational marketing (chatbots; 33%) and podcasts or live streaming (22%). And, although B2B advertising spend allocated for mobile has continued to fall short of that for desktop, 17% of respondents say they will try a mobile-first strategy.

2020 B2B Marketing Strategies

LinkedIn Tops The List for B2B Social Media

Even though marketers are looking into new approaches to achieve their objectives, certain channels, like social media, remain part of their efforts. Nearly half (48%) of respondents say they use paid social media and have seen ROI from it.

When it comes to social media channels, LinkedIn tops the list, with 86% respondents saying they use the channel the most. Prior research has found that LinkedIn is one of the most preferred channels for content consumption for B2B buyers.

Instagram is 5th on the list of most used social media channels for these B2B marketers, with only 3 in 10 respondents (31%) using the platform. Instagram is actually ranked first by respondents among social media channels when looking at engagement, beating out both Facebook and LinkedIn.

Check out the full report.

About the Data: Findings are based on a survey of 100 marketing professionals.

Need help with your 2020 marketing strategies? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

New B2B Marketing and Sales Strategies for 2020 [Report]

5 Key B2B Marketing Tactics

by bersondev | Jul 14, 2016 | Marketing

5 Key B2B Marketing Tactics
Today’s reality is very different from past marketing tactics. In the past, marketers relied on outbound tactics such as email and telemarketing that focused on educating the potential buyer. Now, buyers self educate online with search and social tools before any contact with sales. By the time the buyer is interested, they have already analyzed and scored the potential vendor with comparative features and corresponded with references they’ve met on social networks, ignoring most outbound marketing messages.

For B2B marketers to achieve sales goals, it’s critical they employ inbound as well as outbound marketing initiatives. Here are five key marketing tactics:

  1. Leverage Account-Based Marketing, including relationship management to:
    • Generate leads and close new deals.
    • Keep current customers and expand revenue within existing accounts.
  2. Use predictive lead scoring to:
    Access data and use advanced analytics to drive action. Use models from traditional data sources (CRM, salesforce automation, etc.) and third-party sources (such as programmatic advertising) to determine the propensity to buy based on intent.
  3. Employ inbound marketing to:
    Leverage relevant, authoritative content, search and social media to better engage business buyers and align with how they learn, buy and build trust with their vendors.
  4. Borrow from B2C
    Assess and adopt selective B2C tactics, such as easy-to-use mobile websites and apps, effective on-site search, integration with social channels, segmentation and personalization.
    Gartner predicts that by 2018, companies that consumerize (e.g., Amazon) their B2B digital commerce sites will see market share gains and revenue increases of as much as 25%. Business buyers are bringing consumer shopping behaviors to the workplace and expect the same digital commerce experiences.
  5. Use advocacy programs to:
    Mitigate the risk of a purchase decision and provide an effective alternative to costly proof-of-concept studies. Customer references represent a trusted source of information with no agenda and play a pivotal role in mitigating a buyer’s perceived risk in high-dollar value purchase decisions.

What B2B marketing tactics have been successful for you?
To learn how a comprehensive marketing strategy can benefit your organization, contact Lori at 877.447.0134 or info@BersonDeanStevens.com.

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With over 25 years of branding, marketing, and sales experience on business-to-business and consumer accounts, our expert team provides a rich mix of skills and perspectives. Our emphasis is on results-driven strategies that efficiently connect, communicate, and sell. Whether you’re a start-up or a global corporation, our focus is the same – develop compelling, intelligent, and memorable solutions with lasting value.

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