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November 27, 2020
EDITORIAL OPINION POINTS OF VIEW

The trends that will mark B2B marketing in 2021

Author: Gabriela Streza, Business Development Director, Valoria

B2B marketing in 2021 will not be the same as in previous years. First, companies will need to focus on their digital strategy to attract consumers’ attention. It will be essential for them to create an online experience that captures the attention of every customer company representative involved in the B2B purchasing process and achieves good conversion rates.

The five strategies that will mark B2B marketing in 2021 are the following:

1. Omnichannel marketing

2. Artificial intelligence

3. Content marketing

4. Management of micro-moments

5. The evolution of conversational robots

1. Omnichannel marketing

The term “omnichannel” (i.e. multi-channel) has been present in marketing for many years. However, in 2021, this strategy is undoubtedly more relevant than ever. Why? Because 90% of customers want consistent interactions when switching from one marketing channel to another. The number of ways a consumer can interact with a company is constantly growing. Omnichannel marketing has an impact on customer retention, with companies adopting omnichannel strategies achieving customer retention rates 91% higher than those that do not.

Although the importance of omnichannel marketing is undeniable, currently most companies (55%) do not have any cross-channel strategy. To remain relevant, brands need to ensure that this approach is part of their B2B marketing strategy in 2021. It is vital that companies present themselves to the market with a consistent and consistent voice and message across all media. These include digital channels, such as the company’s website and social media presence, as well as experiences in physical spaces.

2. Artificial intelligence

As the amount of data collected and transferred increases exponentially, artificial intelligence (AI) will become increasingly important for companies as it gives them the ability to make sense of an increasing amount of data in real time. According to Forbes, marketing and sales prioritize AI and machine learning more than any other corporate department today (40%).

Artificial intelligence has a number of applications in marketing. For example, it can be used to improve the customer experience, increase the return on investment (ROI) of marketing campaigns by analyzing data to obtain information about the target audience. AI eliminates the assumptions involved in customer interactions, and marketing teams can apply this detailed information to their campaigns to create more effective contact points and communications for customers.

AI can also be used to automate processes that were once dependent on people, which ultimately increases productivity and saves companies money. For example, artificial intelligence can be used for the following processes:

• Use data to increase the performance of PPC ads

• Creating content generated by AI

• Personalization of the digital experience

• Identifying qualified customers for sales

• Targeting content to customers through different channels

Already 83% of companies that have adopted AI say that they have obtained substantial economic benefits (30%) or moderate (53%). These percentages are expected to increase significantly in 2021.

3. Content marketing

No less than 89% of marketers have obtained high quality opportunities through content marketing, compared to other tactics. The difference in 2021 will be how to use content marketing. Contact points that are traditionally seen as essential in B2C marketing will be even more critical in B2B content marketing in 2021. In addition, Google’s latest updates focus on conversational searches as consumers become more comfortable using them. smart search boxes. This means that voice-activated content, ie query-based content, will become an essential part of effective content marketing strategies in 2021.

In addition, the most successful marketers in terms of content in 2021 will make every effort to make each type of content more effective. This means ensuring that your target audience can find content on their favorite channel and in the format they enjoy the most. For example, research in the field shows that 80% of people say they usually combine online search and video when looking for products to buy. As such, a multi-channel and multi-format approach to content marketing will be the key to the success of B2B content marketing in the future.

4. Management of micro-moments

Google coined the term “micro-moments” a few years ago. The concept addresses changing consumer behavior by incorporating their dependence on mobile devices. According to Google, micro-moments are moments of decision-making and the formation of preferences based on intentions, which occur throughout the journey of consumers. A micro-moment occurs when a person automatically uses a device, most often a smartphone, to act according to the need to learn something, to do something, to discover something, to watch something or to to buy something. These moments are important for marketers because they are rich in intentions. They are key points in the buyer’s journey when making decisions and forming preferences. To take advantage of micro-moments in 2021, marketers need to make sure their business can be found when consumers are looking for information. As Google says, marketers need to “be there, be useful, be fast.”

To make the most of micro-moments, as marketers you need to:

• Identify when consumers want to buy

• Identify and measure other moments that matter

• Make sure you are present in the consumer’s micro-moments

• Create relevant content around these moments

• Allow consumers to find information and convert as easily as possible

5. The evolution of conversational robots

Profile research shows that 82% of consumers expect an immediate answer to their questions in buying or searching contexts. However, for many companies, it is impossible or at least unprofitable for an employee to be physically present to answer all of these questions. Chatbots are an effective way to keep up with this demand, as 40% of consumers say they are interested in getting the help they need.

Conversational bots are programmed to respond to users and may respond differently to messages depending on the keywords in the query. Some even use machine learning to adapt their answers to find the right answer. Given that more than half of customers now prefer to talk to someone online than to call a company, live chat options can increase by up to 87% in the next 12-18 months. Monitoring the results of practical applications has shown that chatbots improve customer service, manage after-sales relationships by providing after-sales support, and create brand value through the rapid and efficient distribution of communications.

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About the author

Gabriela Streza has over 15 years of experience in marketing and business development teams of major multinational companies and family businesses in Romania, leaders in their fields of activity. Gabriela graduated from the Polytechnic University of Bucharest and has solid expertise in marketing, communication, and business development during hundreds of successfully managed projects Gabriela also has a broad knowledge of public relations and high-quality professional communication in interpersonal communications, organizations and event management to generate awareness of the company’s brand and business development. In recent years he has coordinated complex marketing and business development projects involving Romanian entrepreneurs, non-profit associations and multinational companies.

About Valoria

Valoria Business Solutions is a company providing training, consulting and executive coaching services. The company’s mission is to transform the potential of teams and organizations into value. Competence, confidence, innovation, and passion are the values that sustain us in everything we do. We believe in people, in their aspiration for personal and professional fulfilment, and their willingness to accelerate their potential.  Learn more about us at: www.valoria.ro

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