10 Key B2B Marketing Trends

B2B firms who stay abreast of the latest marketing trends can better diversify into additional markets, evolve and grow.

In an annual survey of marketing executives, Unica (a marketing solutions division of IBM) identified key trends that illustrate the "industrial revolution" occurring in the marketing world.

Here's a recap of the most important B2B marketing trends:

  1. Marketers are getting the explosion of data under control. The #1 issue for marketers, according to 62% of respondents was "turning data into action."  Marketers identified "measurement, analysis & learning" as the biggest impediment to action.
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Topics: b2b marketing, inbound marketing, marketing trends, digital marketing

Why B2B Marketers Are Embracing Content Marketing

B2B marketers who use content marketing are lessening their reliance on traditional marketing tactics, and developing highly-qualified leads for less money.

What is content marketing?  Here's how the Content Marketing Institute defines it:

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

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Topics: b2b marketing, content marketing, inbound marketing, lead generation

B2B Digital Marketing = (Faster Growth) + (Higher Profits)

B2B marketers who fully embrace digital marketing can grow faster and have higher profits.

Firms that embrace online marketing grow faster, according to a study by Hinge Research Institute.  The study surveyed 500 firms and 20 online marketing experts.

Key findings about the faster growing companies include:

  • Firms generating 40% or more of their leads online grow 4x faster than those with no online leads

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Topics: b2b marketing, content marketing, inbound marketing, increasing revenues, digital marketing

Top 10 Content Marketing Tactics for B2B Companies

B2B marketers who use content marketing are able to reduce the cost of leads, increase awareness and position themselves as thought leaders.

Content marketing, as defined by the Content Marketing Institute, is

"... a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."

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Topics: b2b marketing, content marketing, inbound marketing

How B2B Companies Achieve "Air Superiority" With Inbound Marketing

B2B marketers who adopt inbound marketing tactics can outsmart their competition while increasing brand awareness, brand preference and leads.

Inbound marketing is a marketing strategy that focuses on getting found by prospects. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to "buy, beg, or bug their way in" (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively).WIKIPEDIA

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Topics: b2b marketing, content marketing, inbound marketing, marketing strategy

 
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