“Hey Alexa, how should I update my 2019 B2B marketing plan?” Well, Alexa may not be able to guide us just yet, but voice search is definitely one of the developments that will have an impact on B2B marketing in 2019. In this blogpost, we look at the growth of voice search, along with visual search and AI/machine learning, and how these technology trends are going to affect B2B digital marketing plans.
As we get ready to close the books on 2018, let’s take a moment and think about the year to come. What B2B marketing evolutions and trends will have an impact in 2019?
Will content (marketing) still be king in 2019? Well, there is going to be an uprising. But it isn’t another platform or tool that’s threatening to disrupt content’s reign. The threat is actually from too much content. The sheer volume of content that is being created is making it increasingly difficult to reach your targets. Marketer Mark Schaefer coined the term “Content Shock” to describe this phenomenon, where the amount of available content vastly exceeds our ability to consume it. For B2B marketers, this means that your content has to be powerful enough to break through the noise and draw your prospects to it, offering them true value. So given today’s crowded marketplace and ever-increasing amounts of content, how can you ensure that your content reaches your desired audiences?
Whether you’ve decided to start with sustainability reporting because your company is required to, or because you simply want to share your sustainability story, a good first step is to make sure you understand the regulations that apply to your company, and how they are currently being addressed.
In many organizations, sales tools are like an iceberg. There’s the 10% that are above the waterline – the tools that everybody knows and uses - and then there’s the 90% that, for whatever reason, never see the light of day. Whether people simply can’t find these tools, or they don’t like them, the end result is the same – it’s expensive and frustrating to create a library of tools that sales just doesn’t use.
Just as the old model of news dissemination has been shattered – a few dominant outlets now replaced by a cacophony of voices - so has the traditional approach to healthcare marketing. Your healthcare B2B customers are turning into B2C right before your eyes, side-stepping your funnel and doing research and evaluation on their own, without seeking a contact with your sales team. According to a 2017 study by research company Forrester, 68% of B2B customers said they preferred to do their own research, rather than interact with a sales rep. This is a big change over 2015, when this figure was only 40%.
Just like all other aspects of our lives, social media is truly transforming healthcare. From the patients who search for information on their symptoms, to the physicians who use it to exchange information and interact with medical professionals from all over the world, social media has opened up new ways to access and share information and experiences. But this wide-open access to information along with “fake news” sometimes comes at a cost - think of the damage done by anti-vaxxers online, or the proponents of unassisted home births.
Are there any B2B companies today who aren’t using social media? Probably not very many. But while most B2B organizations are using social media, many are still not using it as effectively as they could be. In many cases, beliefs that their customers aren’t using social, or even concerns about risk and compliance are holding some B2B companies back. And even for those B2B marketers who are actively using social, calculating the marketing ROI for social media programs can still be a challenge.
De tech & marketingwizards van Facebook, Instagram, Google en LinkedIn zijn achter de schermen weer druk in de weer geweest om uit te kunnen pakken met nóg spectaculairdere, interactievere en vooral nog méér digitale marketingupdates en features. Kortom, nieuws waar je als digitale marketeer maar beter van op de hoogte bent. Wij hebben de laatste nieuwe marketingtrends voor jou even in een mooi overzichtje gegoten: