The Top B2B Marketing Trends You Need to Watch in 2020

abstract representation of the top b2b marketing trends you need to watch in 2020

As a brand new decade rolls around, new technologies, strategies and trends are rising to the surface. From implementing new data technology to optimizing existing marketing techniques, B2B marketers have a lot to look forward to in 2020. 

Forward-thinking is the key to marketing success, and looking ahead to potential trends is essential for capitalizing on new strategies. Here’s a closer look at what we can expect to see in the B2B marketing industry this year. 

Chatbots Are a Must-Have Feature

No matter the industry, customer service is an integral key to success. With advancements in AI, customer service centers, voice-activated menus and old-fashioned chatbots are becoming a service of the past.  

Chatbots powered by artificial intelligence can  be programmed to answer frequently asked questions, offer company information and redirect customers for further assistance. This technology is a great opportunity for B2B companies and is becoming a common strategy for marketing agencies. 

Programmatic Advertising Meets Artificial Intelligence

Programmatic advertising is an auction-based system that allows for the buying and selling of online advertising placements. AI has been integrated into this process to hyper-target your viewing audience based on their recent search history. According to eMarketer, 86.2% of all digital display ads will be bought via automated channels in 2020. 

So, what does this mean for B2B marketers? This trend is extremely beneficial for optimizing conversion rates and lowering customer acquisition costs. If you haven’t updated your strategy to include programmatic advertising, 2020 is the year to do so. 

Email Marketing Continues to Hold Strong

Email marketing is often overlooked as an effective marketing tactic, but it’s not going anywhere soon – companies should take advantage of this strategy as a way to reach audiences on a personal level. 

In 2020, email marketing is continuing to hold its own, providing some of the greatest ROIs of any digital channel. In fact, research shows that 73% of marketers report that email marketing ROI is higher than social media and similar digital campaigns.  

For B2B marketers, A/B testing email content and delivery times, as well as strategically tailoring content to specific email audiences is a great way to optimize the effectiveness of this tactic. 

Final Thoughts

B2B marketing tactics are constantly shifting as new technology and trends continue to surface. Embracing new changes is the best way to stay ahead of the competition and ensure your strategies are as optimized as possible. If you’re ready to explore how these strategies can benefit you, Quinlan is here to help.