With 2020 being tumultuous for every business, B2B companies are looking forward to 2021 to build strong marketing strategies. While there is still uncertainty on the horizon, it is obvious that brands will need to innovate their marketing strategies to stand out next year.
B2B marketing in 2020 was about surviving, but in 2021 it will be focused on thriving. Companies need to adapt to the rapidly evolving business scenario and consumer behavior to stay relevant. A digital marketing agency can assist businesses struggling with keeping tabs on the latest trends and innovations in e-commerce.
In unpredictable times, preparation is the key. In this article, we’ve put together a few strategies to assist businesses to prepare themselves for 2021.
Artificial Intelligence(AI) Powered Marketing
AI is considered the fourth industrial revolution. It is anticipated to bring about changes just as far-reaching as the advent of mechanization, mass production, and automation.
When it comes to marketing, only a few companies are using the technology for sales and promotions. AI can transform the sales force into a smart unit by providing better insights, faster analysis, and streamlining routine tasks.
Here are the top AI-enabled trends to watch out for in 2021:
AI has become adept in analyzing unstructured data like audio, images, and video. For Instance, the AI tool, Chorus offers audio analysis and transcription of recorded sales calls to provide insights on how to reshape messaging, better serve customers, and increase productivity.
Buyer Intent Data
Buyer intent data assists in identifying people who are interested in the product or services offered by a business by capturing customer data like search activity, keywords used, and sites visited. Intent data offers valuable insights into buyer engagement and purchase intent. Marketing campaigns tailored to their interests and based on their stage in the buying journey can be launched to engage them.
AI-powered tools assist brands in creating content that is relevant and authoritative. They provide marketers topics that are of interest to the target audience but aren’t covered by the competitors. A rough draft is created by the content tool, saving the marketer time and resources.
Also Read: Tips for Creating Strong B2B Content Marketing Strategy
In 2021, ABM will move from being just a buzzword to a fundamental marketing approach. It will transform customer success, sales, and marketing teams into full-funnel revenue generators.
Instead of creating a message and promoting it in the market to attract a few interested parties, account-based marketing treats each account/client as an individual unit and crafts a specific message for them.
ABM covers the entire marketing funnel. Businesses first identify the clients they want to approach, target them to create awareness, interact, and drive sales.
Search Engine Optimization(SEO)
SEO services are a long term marketing strategy. It entails optimizing the content to ensure it appears on top of the search engine results for relevant keywords. SEO increases brand visibility and website traffic for B2B organizations. For example, suppose a company sells CRM software. If it ranks first for the search term best CRM software, users will click on it, visit the website, learn about the seller, and maybe even buy.
In 2021, B2B companies will have to push harder to attract traffic. Keywords would take a backseat, and behavioral analytics(BA) data will be the hot commodity. BA provides data regarding, what users are searching for, how they’re searching for it, and how can brands use it to their advantage.
Also Read: Proven Tips to Diversify Your SEO Strategies
CRO is the process of optimizing the website page to motivate users to take the desired action. This action could be anything from subscribing to the newsletter, contacting the brand, or clicking somewhere. As mentioned above, brands will focus on thriving in 2021. CRO is a mid-funnel strategy and is used to get the maximum out of the website traffic. It includes- CTA tweaks, content edits, A/B testing, button design, or color changes. CRO’s sole purpose is to ensure the conversion of website visitors.
According to a survey conducted by Gartner, seventy-seven percent of the B2B buyers rated their purchase experience as complicated.
The customers have changed, becoming more independent and self-directed. They demand a more personalized shopping experience and are in control of their purchase journey.
Buyer enablement is the information or tool that supports the completion of critical buying jobs. It includes identifying the problem, exploring solutions, building requirements, selecting a supplier, and more. In 2021, sales teams will adopt buyer enablement tools as an addition to their sales enablement programs.
Marketers have been on the never-ending cycle of more, more, and more. 2020 made them take a step back and remove the unnecessary clutter from the marketing plans. 2021 will be all about less but better- stories, campaigns, and shopping experiences.
If you’re looking for assistance in developing a powerful marketing plan for the next year, get in touch with us here. Our team of digital marketing experts will formulate effective marketing strategies that will future-proof your business.