12 Most Effective And Amazing B2B Marketing Strategies For 2021
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I'm curious what business experts think about various marketing techniques. We looked at current survey findings and studies that gathered data on the subject and developed a list of B2B marketing techniques that are widely acknowledged as successful across industries.
B2B marketing is a subset of marketing 101 that involves promoting your products and services to businesses or company owners rather than to consumers. The goods and services provide solutions to a company's challenges.
These solutions might address material sourcing, logistics, equipment requirements, quality concerns, sales and marketing to clients, or operational inefficiencies, to mention a few.
Because B2B marketing typically entails numerous transactions over time, the need to segment, develop, and customize connections is even more critical.
Contracts for goods and services, for example, might last months or even years, producing continuing revenue. As a result, expectations about what a firm can accomplish for that business or business owner differ significantly from those of a company that makes a one-time transaction to a customer.
Although B2B marketing is evolving and shifting toward more digital marketing methods, conventional marketing, and personal selling approaches are still widely employed.
More businesses are discovering new strategies to target prospects as they transition to the digital world, including LinkedIn advertisements, search marketing, YouTube channels, and Facebook pages, as well as mobile marketing, remarketing, and analytics.
- Conduct keyword research. It is important that you understand what people are looking for in relation to your brand, how many people are looking for it, and how they like to get the information.
- Make personalized content. Consider the requirements, problems, and motivators that drive your intended consumer persona to buy when determining what content to create and improve. It is critical that your content be targeted and tailored for the proper audience.
- Write in conversational, natural, and comprehensible language. Make certain that the information you develop and distribute is conversational. Even if your target audience is a B2B professional who knows technical jargon, they want content that is simple and quick to read.
- Implement on-site SEO. Once you've determined what keywords or phrases your prospective consumers are looking for, it's critical to include specially created website pages that strive to answer the question those people were asking through their search.
- Make use of technical SEO. Don't only think about appealing to the user. Being legible by search engines is a critical component of SEO. When dealing with developers and website designers, understanding the technical aspect of search engine optimization may be a game-changer.
- Use link building to gain authority. This pertains to earning credibility by word of mouth. Link building is the process of obtaining links from other authoritative websites, developing your brand's messaging, and cultivating a trusted audience that distributes your content. Both inbound and internal links help to increase your trustworthiness.
It should come as no surprise that the COVID-19 epidemic had a significant influence on digital marketing spending in 2020. According to eMarketer statistics, B2B firms raised their digital ad expenditure by roughly 22.6 percent during 2019.
As more individuals worked and went to school from home, B2B advertisers concentrated increasingly on reaching their target demographic through PC platforms. Webinars and interactive virtual events have grown in popularity dramatically.
Many of these trends are expected to persist in the coming year. In 2021, digital ad spending is anticipated to rise by 10.9 percent, a slower rate than in prior years. This is most likely due to future uncertainty.
Will employees return to the office as vaccination campaigns ramp up? Will students attend costly on-campus institutions again? Companies may be inclined to give up their budgets a little more as we come closer to answers to those issues. The only way to know is to wait and see.
This year is shaping up to be a watershed moment for virtually every industry — did someone hear digital transformation? — So, let's take a look at the current trends impacting B2B businesses.
By late 2020, 42 percent of marketers polled claimed the epidemic has impacted their ABM goals. 49 percent of those marketers said they altered their goals to focus more on developing business with existing clients. While 30% cut their expenditures in reaction to the epidemic, 26% actually raised their spending.
The success of this approach is dependent on strong collaboration and synchronization between the sales and marketing teams.
Collaboration between sales and marketing stakeholders may assist marketers in identifying the best prospects within their target demographic for an ABM approach.
This technique, as well as the interconnectivity of sales and marketing teams, is perfect for small firms. ABM enables small firms to better target and spend their marketing dollars on top prospects.
ABM has a 97% better ROI than other marketing efforts. Only six of the 100 B2B marketers polled by Demand Gen Report and ABM In Action indicated they were not utilizing AMB yet.
According to practitioners, it aids in the alignment of sales and marketing as well as the better utilization of marketing resources.
Almost every level of the content marketing supply chain is suitable for automation. The explosion of marketing automation tools, plugins, and platforms has made the content more efficient and cost-effective than ever before, from keyword research and production through distribution and measurement.
According to Forrester Research, worldwide marketing automation investment is anticipated to reach $25 billion by 2023.
Actual marketing automation systems are utilized by 44% of B2B businesses, but other forms of martech are used at much greater rates. Because these many technologies are frequently linked, automation is almost unavoidable in this marketing era – which is a good thing.
Your B2B marketing approach must be customer-focused. This is a digital marketing trend that will never die.
Many of the transformational activities launched as a result of the epidemic have relied heavily on customer experience. Could you see yourself attending a virtual trade expo in 2019? Most likely not.
With B2B buyers confined to their offices, businesses placed a greater emphasis on providing engaging, interactive experiences.
This, of course, comes with its own set of difficulties. After all, those who are confined to their homes are surrounded by diversions, including every form of media ever invented.
How can you compete for someone's attention when they can access the latest theatrical film release on their smartphone?
Interactive components such as surveys, polls, games, and breakout sessions assisted B2B businesses in capturing audience members' interest.
More immersive digital experiences are still required to captivate audiences that are becoming dissatisfied with standard webinars.
Generational demographics undoubtedly have an impact on these patterns. Because millennials account for up to 73 percent of all B2B customers, the aforementioned customer-experience expectations are embedded in their lifestyles and purchasing patterns as a result of their upbringing in digital-first settings.
For example, a major B2B software provider must have speedier problem-resolution processes and genuine organic search presences that they may not have required years before.
Bad Google My Business reviews, bad social media criticism, and a lack of good recommendations can result in irreversible brand damage and fewer prospects.
Furthermore, bad user experience on mobile sites and apps, constant cold calls or emails, and difficulties finding information online instantly turn off today's B2B buyer, eroding confidence, loyalty, and happiness.
B2C companies have coped with this reality right in front of our eyes, but B2B brands will now face the same customer-experience issues in the future.
Artificial intelligence is one method organizations are tackling customer experience demands (AI). Chatbots, for example, provide a quick way for customers to obtain a response to a basic query.
Furthermore, they free up customer support agents' time - 64% of agents who use AI chatbots can spend the majority of their time tackling complicated problems, compared to just 50% of those who do not.
Chatbots have risen in popularity, but they are only one type of artificial intelligence for marketers. Programmatic advertising marketplaces are increasingly incorporating artificial intelligence (AI) into their ad purchasing strategies, linking publishers and advertisers with more efficiency, speed, and accuracy – and at a pre-set pricing point inside the system.
However, in terms of real output, AI is still in its infancy in the content marketing sector. It can aid with the deciphering of structured data sets and the extraction of critical insights via machine learning, but converting that knowledge into organic content is far more challenging.
But it isn't stopped marketers from trying new things. And quite rightly so.
A platform like MarketMuse, for example, may assist B2B marketers in better understanding what their target consumers want to read about.
MarketMuse swiftly examines search engine results pages (SERPs) using machine learning to provide tailored advice on how to enhance SEO efforts.
This information can be the difference between ranking first and not ranking at all in specialized B2B businesses.
These are technologies that B2B marketers should not neglect now that sophisticated digital marketing techniques such as video content and augmented reality are increasingly available.
Video marketing is extremely effective for B2Bs since it adds a visual element to the buyer's journey. Case studies for video content are currently being used by more companies to assist their marketing initiatives.
And this trend is gaining pace in the business-to-business sector; currently, 70% of B2B customers view videos as part of their product research prior to conversion.
Spend on video advertising is expected to rise more in 2021. With individuals cooped up at home, streaming entertainment has evolved into something resembling a survival strategy.
Videos do more than just entertain; they also educate. Branded films may help B2B buyers learn about new trends and develop new abilities.
Spend on video advertising is anticipated to increase to $12.66 billion by 2024, up from $10.18 billion in 2019.
Augmented reality, on the other hand, has the potential to elevate video content to new heights. This is especially true if the B2B firm has a tangible product to display or a visually appealing location to tour.
AR may be an excellent method to enhance the B2B buyer's journey by allowing consumers to trial before they purchase digitally.
There will be around 850,000 active podcasts in 2021. Given that more than half of all individuals in the United States listen to one or more podcasts each month, they provide a feasible way to reach engaged customers. Indeed, podcasting ad income is expected to exceed $1 billion this year.
Brands that create their own podcasts have a fantastic chance to engage with their listeners on a deeper level.
Podcasts may be more casual than typical content marketing initiatives, allowing customers to get a sense of the personalities behind their favorite companies. While podcasting isn't new, there's never been a better moment to get started.
Then there's the flip side of podcasting: marketing shows aimed at helping B2B vendors expand. They may not be as widely appealing as Last Podcast on the Left, Serial, or NPR's Hidden Brain, but marketing podcasts may certainly teach you a thing or two.
Harvard Business Review's IdeaCast and Content Marketing Institute's Content Champion are two well-known marketing podcasts, while Searchmetrics recently released Voices of Search. Above the Fold, our podcast is also gaining traction.
B2B marketers have now completely embraced podcasts, seeing them as the ideal format for interacting with aural audiences on the go.
As the marketing of B2B companies grows, more emphasis is focused on real macro conversions.
We all know that blogs generate traffic, which may then be directed to gated material, creating leads. But how useful is a leader who never makes it to the bottom of the sales funnel?
Content can also assist at this point.
To obtain leads, B2Bs are increasingly employing eBooks and manuals, as well as digital and hybrid events such as webinars. The content, which includes newsletters, blog articles, and case studies, is then used to nurture and convert these prospects.
This sort of material is very important since it not only increases a brand's visibility but also assists customers in making a decision.
According to Demand Gen Report's 2020 B2B Buyer Behavior Study, the majority of customers (62 percent) regarded content as the most significant element in selecting a vendor.
B2B buyers are more likely to close a transaction when a vendor delivers material that makes it simpler to construct a business case for the purchase.
Using these sorts of material can assist get prospects closer to signing on the dotted line. That is what most marketers need to justify their budgets to their CEOs - substantial income, not simply micro conversions.
Customers' involvement in interactive digital events has the potential to be captured and converted into action. B2B businesses can more successfully impact their consumers and eventually push them farther down the sales funnel by creating personalized experiences.
LinkedIn, with over 706 million users, is the most popular platform for B2B marketers to contact their target consumers.
In 2020, the professional networking site will have nearly fully supplanted conventional in-person gatherings, implying that even more professionals will be active on the site.
LinkedIn's live streaming function allows companies to interact directly with consumers and then use the footage as a valuable tool in the future.
While Facebook, Twitter, and Instagram continue to be the most popular platforms for reaching customers, a new platform gained prominence in 2020: TikTok.
While the platform's core audience is young, the same could be said of every other social networking platform in its early days. Getting on board now helps position B2B companies to significantly increase their influence on the platform in 2021.
The video-centric platform is ideal for innovative marketing campaigns with the potential to go viral.
Local search is an underappreciated and sometimes neglected component of 2021 SEO.
Historically, Google My Business listings have been most beneficial for consumer-facing companies with geo-targeted marketing and sales tactics.
Google Maps and organic results in Google SERPs collect business data from GMB, allowing searchers to learn about businesses, the goods they offer, their physical addresses, contact information, and user reviews.
B2B businesses have been significantly slower to implement Google Maps marketing techniques or even fully populate their GMB listings, much alone other online business directories such as Yelp, BBB, BizJournals, and Glassdoor.
By foregoing these localized marketing techniques, B2B businesses risk interrupting their prospects' buyer journey.
If the Knowledge Panel on the right sidebar of Google SERPs provides erroneous information, or if it suggests that you only have locations in specific regions, searchers may just ignore you, assuming you are unable to assist them on their journey.
Organic search is only one facet of marketing. Paid search advertisements have been discovered by B2B businesses to be a rapid and quantifiable approach to instantly leapfrog organic listings in Google SERPs and stand out from rival postings.
For example, a search for "content for SEO" yields only two results above the fold. The first is a featured snippet from Yoast, while the second is an advertisement from SEMrush.
But what about the other ten or so entries that should also show on Page 1?
Those rankings are held by industry heavyweights like Moz, Wordstream, Search Engine Land, and Neil Patel, but you'd never know since THEY DON'T SHOW UP unless a user scrolls down to find them. That is the advantage of sponsored advertisements — instant SERP dominance over competitors.
While all data show that organic content marketing generates three times the number of leads as sponsored advertisements, it isn't the full picture. Search advertisements generate twice as many hits as organic rankings for commercial-intent terms.
So, although educational or navigational material may not be appropriate for paid advertising, commercial content may. Don't squander your money on advertising efforts based on keywords with the incorrect aim.
As a result, integrating paid and organic methods is essential in 2021 for brand awareness, SERP exposure, and high-intent visitors. And B2B marketers are listening: 54% of major firms use paid advertisements in addition to content marketing.
Furthermore, companies that spend a lot of money on pay-per-click (PPC) advertising should be mindful of the impending demise of tracking cookies.
B2B marketers will be looking for new ways to identify and reach their clients through ad networks in 2021 if they do not have access to comprehensive customer data.
The internet has much too much information. We are aware of this.
So spamming SERPs with new material isn't the greatest method to get to Page 1. Because fresh material necessitates starting from the beginning with external link acquisition and waiting for Google to index and rank your page, your time-to-rank may be too long to achieve the results you need more quickly.
And, as the graph above illustrates, if you aren't ranking in the top three positions in SERPs, you almost don't exist.
Re-optimizing old content, on the other hand, allows you to keep your present URL structure, as well as your page, 's already acquired link equity and SERP ranking — you're simply improving it!
"Better" might include upgrading data with more current discoveries, replacing outdated images, and elaborating on certain subtopics to increase the overall comprehensiveness of the page.
We've been following this approach for almost a year now, and the results have been exactly what we expected, with 70% of our product landing pages ranking on page 1 of Google.
Long-form content production is presently being prioritized by B2B brands. In-depth articles, tutorials, and evergreen lists are great forms for long-term SEO since they generally require only small tweaks to climb higher in SERPs year after year.
Aside from LinkedIn, email marketing has been a reliable distribution route for B2B marketers.
Email marketing is the most successful channel for generating money for around 60% of B2B marketers, and it is also the third-best way to discover information.
What is the difference between first and second? It's difficult to surpass recommendations from colleagues and industry thought leaders.
Personalization has proven a goldmine for increasing email margins even more. Among email marketers that have completely embraced customization, 71% reported a “good” or “excellent” return on campaigns, compared to 41% who are still in the early phases of personalization adoption.
Because of the abundance of templates and tools on the market that simplify outreach, customize messaging, and segment audiences, bulk email blasts with poor response rates are no longer the norm; companies can now better evaluate and anticipate the effectiveness of their email campaigns.
Personalized emails have been shown to improve transaction rates sixfold, and email newsletters are among the top three forms of material utilized by 89 percent of B2B marketers in the previous year.
After the turbulent year of 2020, B2B businesses are still finding their feet. This year will almost certainly be one of significant change and exploration. Staying up to date on the newest trends can help you concentrate your marketing efforts and adapt to the new normal, whatever that may be.
An industrial pump manufacturer is seeking to promote and sell their goods to an oil and gas company, as an example of B2B marketing. A commercial construction business is seeking to advertise and secure a contract to build out a law firm's office space.
Larger purchases and more security throughout the sales process are among B2B advantages, whereas B2B drawbacks include the limits of excluding individual consumers and the necessity for services such as customization to appeal to a wide range of organizations.
The most effective marketing strategies are those that are directed at a specific audience, focus on key benefits based on the audience's point of view and interests, and are delivered at an appropriate time – when the audience is most likely to be attentive to and interested in the message being delivered.