“The future of marketing belongs to honest information, accurate data and clear aims based on truth.” ⁠— Patrick Dixon, author and business consultant

They say there’s no rest for the wicked ⁠— and the same goes for B2B marketing professionals.  With the next ‘big thing’ only ever around the corner, it can be tough to stay ahead of the digital marketing landscape.  Luckily, there are a few key trends to look out for ahead of planning your strategy for 2020.  That may seem way off, but it will come around quicker than you realize!  Let’s explore what’s next in the digital marketing world — from embracing the latest technology to ensuring everything you do is in your customer’s best interest.  And, of course, how a highly personal approach could help you achieve the most.

Artificial Intelligence

Innovation Enterprise predicts that by 2020, chatbots will power 85% of customer service.  This is no surprise when we discover the multiple advantages they can bring to your business.  According to the 2018 State of Chatbots Report, the top benefits of the handy AI tool include 24 hour service, instant responses and answers to simple questions.  In a world where products can be purchased, and information can be found at the touch of a button ⁠— why should B2B websites be any different?  If improving customer service or enhancing your team’s productivity are among your marketing objectives, then AI could help you in a big way.  Take your brand up a notch by providing around-the-clock help from intelligent chatbots and reap the rewards of improved customer service.

Existing customers: your greatest asset

According to a survey by Econsultancy, 35% of respondents say their organization doesn’t pay enough attention to customers post-purchase.  It can be easy to get wrapped up in discovering new business, but remember you still have the potential to maximize on those already familiar with your brand.  And, retaining a customer is more likely than acquiring a new one ⁠— in fact, according to Clickz, the probability of selling to an existing customer is 60-70%, and the probability of selling to a new prospect is 5-20%.  Consider upselling and cross-selling, as well as nurturing the relationships you have with your existing customers.  By turning them from a one-off purchase to a loyal fan, you can gain so much — not only in revenue, but in retention and reputation, too.

Online video marketing: a key part of your digital marketing strategy

According to Insivia, more video content is uploaded in 30 days than major US television networks have created in 30 years.  That’s not surprising when we learn that, according to Google, 6 in 10 people would rather watch online videos than TV.  And, Outbrain discovered that 87% of online marketers use video content.  Be sure not to dismiss it as part of your wider strategy.  Create insightful, informative and engaging content ⁠— from talking head interviews and animations to explainer videos and customer testimonials.  Include calls to action in each one and be sure to focus on shareability across social media for the ultimate impact.

Digital content marketing: it’s not going anywhere

Oracle found that, compared to paid search, content marketing generates three times the amount of leads per dollar spent.  So, while branded content plays a crucial role in raising awareness and fueling your teams with collateral, it is also constantly working in the background to generate new business.  And, according to HubSpot, businesses that post 16 or more blog posts per month bring in 3.5 times more traffic than those publishing 0-4 per month.  Implement a content strategy ⁠— include downloadable assets, educational blogs, videos and content pieces for buyers at every stage of their journey across multiple industries.  The more valuable and personalized your content is, the more engaged your reader will be.  And remember, it helps supercharge your online presence and enhances your SEO.

The power of personalization

According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant content.  And, Smarter HQ found that 72% of consumers only engaged with marketing messages customized to their specific interests.  It’s extremely effective, too — according to AdWeek, personalization can reduce acquisition costs by up to 50%, as well as lifting revenue by up to 15%.  If you’re not already personalizing your content and marketing materials, then you risk falling behind your competitors and missing out on impactful results.  Consider weaving a personalized approach into your marketing plan for 2020 and discover the most effective personalized marketing tools to help you get there.

Webeo is a leading website personalization tool changing the face of static B2B websites as we know them.  The software works by dynamically tailoring your website based on the visitor, editing the imagery, language, content and greeting displayed.  Thanks to a global leading database of business IP addresses, Webeo will create the perfect website for every visitor, every time from the very first visit.  With the perfect digital experience in place, your organization is able to enhance customer relationships and improve customer experience.  And, you can watch your CRO, SEO and ROI soar.  Discover the power of personalization and maximize your B2B site — book your free demonstration today.