5 findings that will influence your next steps [Nghiên cứu năm 2021]

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The State of B2B Digital Marketing: 5 Findings That Will Influence Your Next Steps

B2B marketers have had a lot of ups and downs over the past year, so smart and data-driven adjustments to their digital marketing plan are crucial to the coming success. . Advances in technology, data, and digital channels have created enormous opportunities for B2B companies to innovate and grow like never before.

But to make strategic changes and develop the best marketing plan, it's important to have current research and data to support your next steps.

In May 2021, the research company Ascend2 and digital marketing agency Wpromote surveyed 258 B2B marketing professionals in the US to find See what key changes to the digital strategy they're using to drive more success next year.

Here are some findings from the study and how the findings impact you.

Find number 1: Connecting customers is everything.

The most important goals for B2B marketers are to increase customer engagement, improve customer experience, and increase brand awareness.

As the digital marketing landscape continues to evolve, marketers have realized that customers are no longer satisfied with the status quo B2B; instead, they are investing in building a more personalized and experience-driven approach. An engaging, exceptional customer experience is rapidly becoming a non-negotiable part of B2B digital marketing strategy .

What are the primary objectives of your digital marketing strategy?

Spot #2: Don't ignore these digital marketing trends.

2020 is presented in detail The Conundrum for B2B Organizations : when traditional marketing strategies like conferences and network-focused events become impossible, B2B marketers need to find new ways to reach potential customers.

So it comes as no surprise that brands adopting new social platforms, virtual events and influencer marketing strategies can open doors of new opportunities to increase brand awareness. and grow a new audience.

Which digital marketing trends are your prioritizing?

Tip: The top three marketing trends (new social platforms, virtual events, influencer marketing) are more effective when you develop a strategic plan for how the three can work together. For example, finding the top influencers in your industry who also have a strong following on the new social platforms you're targeting will help you optimize your top priorities. me.

Search #3: The budget is growing.

B2B companies used to emphasize digital, but that is changing. 2020 forces B2B brands to invest in their digital capabilities, including the necessary technology and tactics (social platforms, virtual events, influencer marketing, etc.) will continue. Overall, 68% of B2B marketers expect an increase in digital budgets in the coming months.

How do you expect your overall digital marketing budget to change in the year ahead?

Tip: A large part of the marketing budget will go to marketing technology. What should executives expect when they increase their marketing technology budget?

An integrated plan from marketing: How will technologies work together to meet specific goals and impact core business goals?

Map investments to specific strategies, like customer engagement, customer journey, data quality, etc.

Collaboration across departments to get the most out of technology investments.

Detect #4: Large companies struggle to prioritize quality over quantity.

Producing quality content, improving customer experience, and delivering quality leads are the top challenges for companies with more than $10M in annual sales last year.

As organizations grow, priorities change — and so do the challenges marketers face. Smaller B2B companies focus more on the bottom end of the funnel, but larger companies focus more on marketing strategies that involve moving up the funnel, towards quality content, and improving customer experience.

Organizations generating under 10 M in annual revenue

Organizations generating over 10 M in annual revenue

Search #5: ABM can be a game changer.

B2B marketers who reported the most success from their digital strategies were most likely to have Account Based Marketing Strategy (ABM) in place. ABM campaigns can increase engagement and drive conversions for high-value accounts by implementing targeted content and experiences. Given the successes marketers are experiencing with ABM, expect ABM to continue to grow in the coming year.

Tip: Advanced Segmentation is key to ABM's Success and its ability to deliver better customer experiences. Better segmentation can improve the performance of sales teams, emails, content programs, and ABM campaigns because every touchpoint is more focused and informed.