While we are only a month and a half into 2012, it isn't too early to see if some projected B2B marketing trends for the New Year are taking hold.
According to analysis from online marketing, and technology:
- Content is king - Global Spec points out that as added content becomes available online to assist B2B buyers in constructing internal business cases and justifying acquisition decisions, the demand for relevant content will only get bigger. Given that is the case, the translation is simply that B2B marketers will be required to continue providing quality content or face losing business prospects. If coming up with fresh content continuously is proving an issue, consider repackaging such items or spreading it out over several issues of newsletters, blog posts or white papers. This will also give the readers a reason to come back for pertinent information;
- An online pedigree --B2B marketers must continue to utilize the Internet to stay in touch with customers who are online for such things as tapping into search engines, directories, online catalogs, e-newsletters, white papers and more. If you're not staying in touch online with what customers are seeking, you stand a good chance of finding that business going elsewhere;
- Technology is a keeper -- In this technologically-driven age, having the latest technological tools at your side will only help increase your attractiveness to clients. Remember to spend the needed resources for marketing automation software in order to better segment your clients and deliver relevant content. If the right message is going to the wrong person or vice-versa, are you accomplishing anything?
- Results don't lie -- As company heads slowly pry their hands off the purse strings, it becomes ever more important that marketers show them their dollars are being well spent. One area that company leaders often turn their noses up at in the marketing process is social media. The reason for many of them for such actions is that they claim they cannot see the true return on investment (ROI), so why spend the time and energy on it? When you show those in charge that your marketing efforts are truly delivering the goods for the company, you stand a much better chance of getting more of what you ask for;
- Target appropriate social media -- While many company leaders may question the value of social media, they are foolish to deny that it works. The key for marketers is to zero in on the best social media sites to promote their product. Take the time to analyze the different sites out there to determine which would be best for your products. As the GlobalSpec research points out, social media provides a valuable tool when it comes to constructing relationships, networking and overall providing engagement with both clients and potential clients. At the end of the day, however, social media is not the be all and end all for one's B2B marketing solutions;
As a B2B marketer, are fully engrossed in the five trends mentioned above? If not, which area/s are you not as active in as you should be and why?
Lastly, what advice would you have for newer B2B marketers who look to the more experienced person that has seen different trends come and go over time?
Photo credit: socialmediacouncil.eu