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6 Useful B2B Marketing Trends for 2021

We enter a new decade at the beginning of 2021. The previous decade began when many companies realized the importance of exploring the digital landscape to expand their horizons. The spread of the pandemic towards the end forced more companies to explore this avenue, and as a result, B2B digital marketing gained new momentum.

Although the opportunities have multiplied and the possibilities are endless, competitiveness has also grown proportionally. Innovation has become the key to surviving digital Darwinism. Digital content marketing strategies, search engine optimization (SEO), and other technology-driven strategies now have a fair share of the budget when it comes to marketing overhead.

So what are the B2B marketing trends that businesses should capture in 2021 to gain that competitive edge? Here are some of the significant trends that cannot be ignored.

one) Content marketing will continue to be at the center of all campaigns: Digital content will continue to be king. Google’s algorithm keeps getting smarter. Especially after the BERT update (Two-Way Encoder Renderings of Transformers, an article published by Google’s AI language researchers), it is believed that the “context” of content based on the user’s “intent” has gained more prominence. Therefore, content backed by proper keyword research, intended audience profiling, and analytics data, etc., will be key.

two) Influencer marketing will gain momentum: Having eminent social media personalities on board to promote various products and services has already been all the rage when it comes to B2C marketing. In 2021, B2B campaigns will also tend to exploit it to the full due to its huge potential to drive sales. In addition, it generates trust and loyalty to the brand. Influential content like case studies, webinars, video content, and blog content will continue to come to platforms like Instagram, YouTube, and Facebook, etc. TopRank Marketing has some interesting statistics related to this here.

3) Artificial intelligence (AI)-enabled marketing: AI is a great tool for tracking the digital footprints of consumers in order to understand their behavior and choices, which in turn helps companies launch targeted marketing campaigns. In addition, AI tools such as chatbots have already become an integral part of websites, and according to one study, 67% of customers around the world reported using a chatbot for customer support online. 2017. There is no reason to believe that this number would not have grown since then. so. AI also facilitates programmatic advertising, semantic search, email personalization, etc. and therefore it will be a great tool for lead generation.

4) Video content marketing will increase your engagement: According to a Wyzowl study, 86% of people would like to see more video from brands in 2020. Additionally, people watch an average of 16 hours of online video per week, an increase of 52% over the last 2 years. It is safe to assume that video content marketing will continue to gain prominence and is likely to offer a great return on investment.

5) Virtual and augmented reality (VR/AR) will add more value to marketing strategies: According to Statista, total AR/VR spending worldwide was projected to reach US$12 billion in 2020, and is projected to rise sharply to US$72.8 billion through 2024. While virtual reality is ideal for simulated experiences, augmented reality offers you an interactive experience to test products virtually. For example, L’Oreal’s makeup app allows users to try on various types of makeup online.

6) Customer Retention Marketing: Acquiring new customers is often more expensive than retaining old ones. According to a study, a 5% increase in customer retention can increase company revenue by 25% to 95%. So investing in better communication mechanisms, customer education and onboarding, best-in-class customer support and customer appreciation, etc., can really be a great way to optimize your marketing ROI.

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