For your B2B organization to stand out in a crowded marketplace, you need to master the art of digital marketing.  When multiple businesses offer the same types of products and services as you, the difference lies in the way your customer feels about your brand.  If the experience your organization provides is unbeatable, that’s what will drive your target audience to make a purchase or become a loyal customer.  But what tactics are the best digital marketers using — and which ones should be a crucial part of your strategy in 2020?  We’ve explored some of the marketing tactics taking the B2B world by storm.  If they’re not already a crucial part of your marketing plan, then revisit your strategy to ensure it’s designed with success in mind.

What tactics are most digital marketers already using?

  • Digital content marketing

According to Content Marketing Institute, almost 90% of B2B marketers use content marketing.  And, more than half of those that aren’t using it right now plan to start.  It’s popularity is undeniable, and that’s no surprise when we discover its benefits.  Not only does it help establish your brand as a thought-leader, supply hordes of content to fuel your SEO strategy, and supply your sales and marketing teams with assets to nurture leads, but it also plays a key role in winning business.  Demand Metric found it generates three times more leads than outbound marketing, and ABGE Essentials discovered that it achieves a conversion rate six times higher than other methods.  So, it really is an important part of your B2B marketing activity and can help marketers achieve seriously impactful results.

  • SEO

How easy is it for your customers to find you via search engine results?  Do you sit comfortably at the top of Google?  Or, do potential buyers have to trawl through pages of search results to find you?  According to Clutch, more than a third of small businesses have an SEO strategy in place.  When implemented correctly, it works — it can drive a 14.6% conversion rate, according to 99 Firms.  So, if you’re not already optimizing your website, you risk falling behind competitors.  Organic SEO is almost six times more effective than paid advertising, according to SEO Tribunal.  Build trust by working your way to the top — implement a keyword strategy and fill your site with regular and engaging content.  Ensure your pages are fast-loading, calls-to-action are clear, and your site is up-to-date.

  • Social media marketing

Social media is not a new concept.  It’s been around for as long as the modern-day marketer can remember.  So, it’s evident that it’s here to stay.  According to Smart Insight, more than 60% of customers expect brands to provide customer service via social media.  And, 90% of social media users have used platforms to communicate with a business.  If your organization doesn’t already use social media, then you are likely lightyears behind your competitors.  But, don’t start using it without clearly outlined marketing objectives in place.  Every post should have a purpose — whether it’s to enhance reputation, raise awareness or drive traffic, ensure it is in line with your wider goals.

What tactics should digital marketers be using in 2020?

  • Customer experience marketing

For brands to be successful today, loyalty is of optimum importance.  Acquiring new customers should always be part of your marketing strategy, but it’s also crucial to include customer retention in it, too.  Temkin Group found that, by 2020, the majority of purchase decisions will be based on customer experience and not price.  And, if increasing your revenue is part of your wider business strategy, then improving CX is crucial — organizations with $1 billion in annual revenue could see an increase of $823 million over three years.  Consider developing a customer relationship strategy and introducing loyalty schemes and rewards for returning customers.  Make user journeys simple, ensure every marketing message is designed with your audience in mind, and remember — the customer journey doesn’t stop at the sale.

  • Integration ⁠— teams, processes and technology

A key part of prioritizing customer experience lies in their user journey.  Think about your own experience as a buyer.  Whether you’re a B2B decision maker or a consumer, we all want simple and easy-to-understand experiences — and integrating software helps ensure they are seamless.  According to Google and Econsultancy, leading organizations are 1.5 times more likely to have an integrated marketing and advertising technology stack.  And, aligning your teams keeps everyone on the same page — no matter what part of your sales funnel they support.  According to Marketo, sales and marketing alignment can help businesses become 67% better at closing deals.  Look at your processes from your customer’s perspective to ensure streamlined experiences across the board.

  • Dynamic personalization

According to Dynamic Yield, 96% of marketers and executives believe in the value of personalization.  But, for almost 20% of them, personalization is still limited to a channel-specific capacity.  For personalization to be truly effective, it needs to span all channels seamlessly.  Prioritizing individualization across every touchpoint can make a strong impact on your reputation and results.  Salesforce found that tailored engagement based on past interactions is important to almost 60% of customers, and McKinsey discovered that personalization can increase the efficiency of marketing spend by up to 30%.  Bespoke experiences are the future of marketing.  With so much accurate data at our fingertips, there’s no excuse to ignore it.  If it’s not already outlined in your 2020 plan, it needs to be!

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