B2B marketing continues to evolve as new technology and different ways to reach prospects emerge. Staying on top of the current trends in technology and marketing strategy is essential in any business, especially one that can change as fast as B2B marketing. Here we’ve outlined a few trends that are sure to have an impact on your marketing campaigns in 2018.
Referral Marketing Rewards
Studies conducted by Ambassador found that 82% of people seek recommendations and 74% say word-of-mouth was a driving factor in their purchasing decision. Word of mouth advertising has shown to be so effective it has now become a paid profession. Offering programs that reward current customers, former clients and influencers for bringing in new business is a trend that is about to take off.
Compounding Content
Compounding content is best known as a content piece that generates the majority of its traffic far past it’s initial release. Evergreen content that is written in a way to stay relevant outside of a finite timeline is a prime example of compounding content. According to HubSpot, the following steps are needed to make content compound over time:
- Authoritatively answer the reader’s question
- Cover a broad topic
- Title in a way that reflects current SEO best practices
- Structure to make information more easily digestible
Compounding content can produce results for months and even years at a time. Not every blog you write will be an instant blockbuster. This type of blog is designed specifically to add longevity to your content and produce steadily over time.
Personalized Content
In a recent study HubSpot reported that personalized content performs 42% better than non-personalized content. This puts the onus on segmentation, account based marketing practices and detailed buyer personas. Personalization can take make forms and can be used in email, microsites, blogs, premium content and even direct mail. Indicators such as first name and company name will draw your prospects attention and encourage them to interact with your content, but those are just the first step. Customer feedback, content downloads and teleprospecting campaigns can help you gain intelligence to develop personalized nurturing workflows.
Media Publishing Approach
A media publishing approach mirrors multi-channel marketing in many ways including the use of a diverse set of content media and distribution channels. Similar to the processes used to edit a movie or record a song, a media publishing approach is more about developing a process that allows you to take pieces from a brainstorming session and turn them into valuable content. Having a repeatable process in place for developing your content will improve your end product and increase the overall efficiency of your content marketing plan.
Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry. For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.
