BY Kathy Crosett
The start of a new decade should prompt your B2B clients to think about their marketing strategies. Are they stuck in the past, hoping the tried-and-true digital formats will work sales magic for them? Or, will they be willing to take a few risks and try something new? The 2020 B2B Marketing Mix Report from SageFrog shines a light on what B2B businesses expect next year.
Personalization
Once a B2B marketer identifies a strong lead, they’ll be targeting them through personalization techniques. What better way to influence a prospect than to convince them that your solution will address their major pain point? Until now, businesses have struggled to achieve their personalization goals. In 2020, 47% of B2B operators will make personalization a top priority. This goal is now within sight because marketing automation has improved data management capabilities. Businesses are able to easily collect and access specific data points about a prospect. They can use that information in personalized emails and other forms of marketing.
Marketing Budget and Tactics
Personalization through email will be a top strategy (84%) for B2B companies next year. They’ll also use:
- Social media and social advertising 73%
- Blogging and content marketing 63%
- SEO 61%
- Tradeshows and events 50%
- Online display and PPC 48%
- PR and editorial pitching 39%
- Video marketing 33%
- Seminars and webinars 31%
- Print advertising 19%
Around 41% of B2B operators will increase their marketing budget next year, while 56% will maintain spending on this front. For 25% of B2B businesses, marketing budgets get 5% of total budget. Another 19% spend at least 10% on marketing.
Lead Sources
How well is total spending and media mix allocation working? Keep in mind that your typical B2B prospect has three goals: Convert leads to customers, increase sales leads and boost brand awareness. When Sagefrog analysts asked B2B operators which marketing investments were yielding leads, the answers were:
- Referrals 63%
- Trade shows and events 44%
- Email marketing 39%
- SEO 36%
Social media scored at 28% and print advertising came in at 3%.
Now is the perfect time to plan 2020 strategy with your clients and prospects. To help them understand their digital position in the marketplace, run a Digital Audit and review the results with them. The tool is available at AdMall from SalesFuel.
