7 Digital B2B Marketing Trends For Your Business

If you want your business to be a front runner in the market, you need to understand what is happening in that market. Whether you choose to align with current trends or not, the first step is to recognize the landscape and make strategic moves accordingly.

The trends highlighted below are all in the digital marketing space, which is constantly evolving. A year ago, you might not have considered TikTok, but it could now be a relevant platform for your strategy. Generally, digital ad spend is projected to increase by 10.9% in the coming year, although this is lower than in previous years due to uncertainty in the market. As companies evaluate the upcoming year, they may allocate more resources to digital advertising. Here are the digital trends you need to be aware of for your business today.

1. Account-Based Marketing
   At the end of 2020, 42% of marketers reported that COVID-19 had shifted their account-based marketing plans. Among those, 49% redirected their focus to grow business with existing accounts. While 30% reduced their budgets in response to the pandemic, 26% actually increased their marketing spend. The success of these strategies relies on how closely sales and marketing teams work together to identify top sales strategies for account-based marketing. This collaboration is particularly beneficial for small businesses, enabling them to concentrate efforts and resources on top prospects.
2. Marketing Integration and Automation
   Marketing automation tools are becoming increasingly integrated. From keyword research to content creation and distribution, numerous automation tools and plugins are available. According to Forrester, global marketing automation spending is expected to reach $25 billion by 2023, making it a space worth investing in.
3. Augmented Reality and Video Marketing
   This trend is especially powerful for B2Bs, offering an engaging way to intercept the buyer’s journey. Currently, 70% of B2B buyers prefer watching videos as part of their product research. With many people still staying at home, streaming video content remains a significant trend. The best video content entertains while educating, and B2B business owners are utilizing this as a forward-thinking marketing tool.
4. Podcasts
   As of 2021, there were over 850,000 active podcasts. Brands are now producing their own podcasts to foster deeper connections with customers. While podcasts themselves aren't new, their role in marketing is evolving.
5. Lead Conversion
   Marketing's focus is shifting from lead generation to lead conversion. A lead holds no value if it never results in a sale. B2Bs are now using guides, eBooks, newsletters, blogs, and digital or hybrid events to provide rich content that helps convert leads into sales. This process is about nurturing leads to build relationships that eventually lead to sales.
6. Local Search Optimization
   Never underestimate the power of local searches. B2B brands have been slower to adopt Google Maps in their marketing strategies, but it can be an effective lead generation tool, especially as people are staying closer to home.
7. Personalized Emails
   About 60% of B2B marketers find email marketing to be the most effective channel for reaching clients. Businesses that have fully embraced this trend report consistently high results. Utilizing templates and tools that segment the database and personalize content for each customer tends to be the most effective approach.

The Bottom Line
These are the top 7 B2B digital marketing trends you need to know about. By selecting the trends that align best with your business objectives and operations, you'll be one step closer to growing your business, one digital lead at a time.