How technology is changing the landscape of B2B marketing

How technology is changing the landscape of B2B marketing
Sep 22

Christopher Brown

Marketing Automation

B2B marketers have long been able to leverage advanced marketing and advertising automation solutions, such as programmatic advertising, chatbots and personalisation. However, recent developments in AI and machine learning have taken these capabilities to new levels. Using technology, B2B marketers can better understand their target audience and create more targeted content for them.

Going forward, further advancements in these technologies will continue to decrease marketers’ time spent on tedious, repetitive tasks, freeing them up to focus on more strategic tasks that can generate more revenue and boost ROI.

AI for better marketing automation and advertising

Marketers are focussing more on taking advantage of AI, especially using programmatic advertising to automate the bidding process. Using this technology, they can automate processes more than ever. AI can help advertisers reach more people with their ads without having to constantly monitor each campaign manually. According to Forrester Research, in the next few years, the majority of advertising spend will be on programmatic advertising. And one of the most attractive features is that automating advertising spend will minimise the chance of errors during bidding and advertising costs.

Account-based marketing

According to Hubspot, Account-based marketing (ABM) is a focused growth strategy in which Marketing and Sales collaborate to create personalised buying experiences for a mutually-identified set of high-value accounts. This serves to focus and personalise strategies to boost ROI. Account-based marketing can help you target your audience better with more personalised messages while also helping you identify which accounts are most likely to buy your product or services.

The traditional one-way communication style of B2B marketing is being replaced by more personalised, interactive and engaging methods. Many benefits come with this change. For example, with personalisation, B2B marketers have more insight into their target audience, and this enables them to create more targeted content for them. This will, in turn, increase the chances of conversion and lead generation.

Smaller businesses, in particular, might benefit from this sort of approach. They can use ABM to optimise their marketing efforts and resources for the most viable prospects. DemandScience, a B2B solution suite, says that ABM has a 97% better return on investment than other marketing initiatives.

Content focused on video

Creating emotional connections with your consumers with video content is one of the best ways to engage your audience. Video marketing has been around for decades, but it has recently seen a resurgence in popularity and effectiveness due to advances in technology such as smartphones, social media and online video-streaming services like YouTube. This has resulted in video being more accessible than ever before.

Video has gained unprecedented prevalence because of social media platforms like TikTok and Instagram. Although (and you can find out more about this in the blog I just mentioned) businesses may not yet have figured out how exactly to harness the power of these platforms in a measurable way, the possibilities for B2B marketing are exciting nonetheless.

If you would like to find out more about the B2B-focused digital marketing solutions we offer, you can find out all about them here. Our offering includes content marketing, email marketing, lead generation, social media management, search engine optimisation and inbound marketing.

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