The B2B marketing world has seen tremendous change in recent years. Just a decade ago, websites, emails, and trade shows were our primary means of connecting with business customers. Now, buyers have countless options across diverse channels. Tools that seemed cutting-edge just a few years ago are now outdated as businesses' needs and preferences shift rapidly.
Web design and digital marketing agencies like Bizango are already at the forefront of implementing transformative tech trends. After all, in this modern age, simply keeping up is no longer enough; you must get ahead of trends to stay competitive. In this article, we will look at five technological advancements reshaping the landscape of B2B marketing.
1. Generative AI (Artificial Intelligence)
Scaling content has always been challenging for companies because it requires a large budget and skilled writers with years of experience in a particular field. However, generative AI has revolutionized the approach of companies toward content creation.
Companies are now using AI's generative capabilities to create rich content in quality and quantity without allocating significant time and resources. This ease of content generation has notably increased the efficiency of B2B Marketing. Now, companies can create email campaigns, blogs, social media content, product descriptions, and more in just a few minutes.
Generative AI has removed the content creation bottleneck by enabling companies of all sizes to communicate more effectively and frequently. This readily available and engaging content positively affects marketing outcomes like lead generation and customer retention.
2. AI and Account-Based Marketing (ABM)
Account-based marketing is a strategic approach that focuses all the resources on high-value accounts or organizations only. Here, you first identify the potential accounts and then personalize content for them accordingly, increasing your marketing efficiency and ROI.
Account-based marketing has also evolved with the advancements in AI and data analysis. Marketers can now segment and target potential accounts more accurately and efficiently by utilizing massive user data and AI capabilities. AI removes much guesswork in identifying prime accounts, and the personalized content resonates more strongly with the targets.
3. Voice Search
According to Statista, there will be 8.4 billion digital voice assistants by 2024. People prefer voice search over typing because it is a quick and convenient way to access information. This massive increase in the popularity of voice search has opened up new opportunities for B2B marketers.
Companies can gain a competitive advantage by optimizing their marketing strategy for voice search, such as optimizing their website to rank higher in speech-based queries. It will enable you to capture a considerable share of potential buyers that otherwise might have been lost.
4. Augmented Reality (AR) and Virtual Reality (VR)
Both AR and VR are presenting new opportunities for how companies present their products and services to potential customers. For example, VR opens up the possibility of virtual showrooms. Imagine if you could browse an electronics store from the comfort of your living room. With VR goggles on, it would seem like you were really there - able to pick items up, rotate them, and peer at all the details, all without leaving home.
Similarly, augmented reality could take standard paper or online product catalogs to the next level. With AR, catalog pages could come to life with 3D holograms of the items that customers could interact with and manipulate. This would give a much better sense of an item's actual size, shape, and features than traditional flat images ever could.
5. Chatbots and Conversational AI
The popularity of chatbots is increasing day by day. In context, B2B marketing, chatbots, and conversational AI come into play during the lead generation process. They ask relevant questions, conduct surveys, and provide customer support 24/7. This way, they collect valuable data that can be used for qualifying leads later on. Apart from this, chatbots also enhance the customer experience by providing instant responses.
Endnote
Technological advancements bring both opportunities and challenges for B2B marketers. By monitoring technological advances closely, experimenting prudently, and concentrating efforts on understanding shifting buyer behaviors, forward-thinking B2B brands can benefit in the year ahead.
