Billboards, direct mails, handouts, newspaper ads, etc., are some of the most relied-upon traditional marketing and advertising methods. They are effective but to a limited extent in the age of rapid digitalization where everyone’s mostly squinting at their screens. While they do so, glitzy billboards often get ignored, newspapers end up in the trash and nothing better comes out of brochures and flyers. Thus arises a dire need to consider advertising strategies that do not fail and present your brand to people where they spend most of their time.

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New World B2B Marketing Strategies: Rise Above The Trite Ones

Business leaders in any sector must find the best way to market their products/ services to the target audience in this digital world featuring cutthroat competition. Conventional advertising worked before and does today as well to a certain limit; however, the strategies of advertising are shifting for good. And you too, must not hold back to capitalize on them and take your marketing game up a notch.

1. Focus on millennials:

By 2025, about 75% of the global workforce will be millennials. Merit’s B2B report indicates that 30% of millennials make decisions alone while 73% are involved in decision-making about a product/ service purchase at their companies. Thus, one must strive to cater to the preferences of Millenials.

2. Focus on first-party data:

Google is eventually moving away from third-party cookies, which would make precise targeting challenging. Before it strikes you hard, invent ways to collect, analyze, and make the most of your first-party data. You can collect first-party data from your website, email lists, etc. Relying on A/B testing of content can help you collect psychographic data of your own.

3. Take a B2C approach:

As the times advance, the lines between B2C and B2B are blurred. Why? That’s due to the intensely competitive nature of the digital world and the increasing percentage of Millenials in the B2B customer populations. To stand out from the crowd and cater to Millenials like a pro, you can consider emotional marketing, personalization, and ease of access to informative and educational content on the website.

3. Enhance your automation with AI:

AI and marketing automation are different. The former relies on data to imitate human reasoning and intelligence to recommend optimizations, make predictions, and implement them. While marketing automation solutions focus on helping people to perform simple and tedious tasks. Combine both, and you get the best of both worlds.

4. Prepare career development content:

Even if you are selling, apparently, to another business as a business, know that buyer is still a human with a particular role in the organization. Not only do they scour the web to find solutions but also to educate and upskill themselves, thus advancing their career. Creating career development content on your website can help you establish your expertise while connecting with potential customers.

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Step Up Your Game With These Best B2B Marketing Tools

Thinking of building your stack of marketing tools? Well, it’s not easy given the number of marketing tools available. Many platforms offer an overlap between features like email marketing, marketing automation, and CRM, which renders it even further perplexing to find the tools that suit your business the most. Here are some of the top marketing for B2B businesses with their functions and features to help you make the right decision. Read on!

1. Salesforce:

This is one of the leading CRM platforms. Salesforce’s Customer 360 CRM facilitates marketers to use real-time data to better understand the customer, thus creating more effective campaigns.

2. Zoho:

Zoho is a popular CRM provider. It features a tool that is designed to be customer-focused. While being a worthwhile place to use and store data, Zoho delivers in-built marketing tools for automation. Thus, it renders it easier for marketers to manage leads and events from one spot.

3. ActiveCampaign:

This automation platform helps business owners beyond email marketing. This tool blends CRM, marketing automation, email marketing, and support tools to provide a productive way to execute and manage campaigns that target B2B firms, all in a single, unified place.

4. Mailchimp:

This is one of the most popular email marketing services providers. Mailchimp offers many marketing automation features; moreover, the suite is simple to use. Additional features offered by the platform are content studio, marketing CRM, and personalized campaign suggestions.

The most promising B2B marketing strategy is an optimal blend of digital and traditional marketing and ad formats, so customers can know more about your business. Instead of exclusively relying on traditional or digital marketing methods, business owners must use both and enjoy the best of both worlds.

BONUS READ – Jon Miller, CMO at Demandbase chats about the evolution of ABM in this webchat with MarTechSeries: