Around 83% of marketers surveyed in a recent report acknowledged that the business environment is changing rapidly, while 22% of them said that the change was happening faster than ever. Major changes feel imminent, and for many, there is an urgent need to get a step ahead of the change.
The change is being lead by evolving technology, and is tearing down geographical constraints. The year ahead will offer even more avenues for innovation and collaboration.
Here are five trends in B2B that reveal the future of marketing with technology:
Simplified Account-Based Marketing
Account-Based Marketing (ABM) uses social media and e-mail marketing websites in online mode, whereas in offline it uses direct mail, telephone and face-to-face communication. Startups and small business too are increasingly adopting ABM.
AI will become more sophisticated
Artificial Intelligence and machine learning are used for taking over redundant and repetitive business tasks. By now, virtually everyone is aware of the importance of AI in fuelling innovation and next-generation capabilities among B2B marketers. Chatbots, growth bots, engagement graphs, and automated product recommendations and reviewers will share the hot seat in this segment.
Insights of the buying committee
As the number of the buyer increases, the purchase decision is no longer depend on only the marketers. When developing the content for the product or the services, the marketers need to consider the needs of the buyers. They also should define the content as they should relate to each buyer’s persona.
Marketers will blend with the sales team
In the recent years, marketer’s goal is closely tied to the sales objectives. To stay aligned with their sales counterparts, marketers are going to need to be specific about what contributions they made versus those made by other sources.
The modern buyer wants round-the-clock product support. So, marketers are using bots to ensure customer calls are always attended. Marketers are experimenting chatbots to improve customer conversion and experience.
Virtual reality (VR), augmented reality (AR) and voice-activated assistants such as Amazon Echo and Google Home have been around for a few years but only became mainstream this past year.