Marketing professionals throughout the world are facing huge business challenges as a result of the current upheaval. The landscape of marketing after a pandemic will alter dramatically, as certain traditional marketing strategies, opportunities, channels, and tools will never be the same.
B2B marketers are always looking for new and better ways to attract and retain consumers. It is now easier than ever to innovate the way businesses function, thanks to technological breakthroughs. While marketers are enthusiastic about technology, they are also seeking concrete evidence that these new technologies will deliver on their promises.
Marketers understand that investing in developing technologies should be based on what will produce better results rather than what will be the next great thing. From long-standing trends like marketing automation and account-based marketing to the increasingly widespread usage of artificial intelligence (AI)-powered marketing, here are some of the tools and trends that will become a part of every B2B marketer’s armory in the future.
Marketing with artificial intelligence
Emerging artificial intelligence and machine learning technologies have generated a lot of enthusiasm, and businesses are now observing their adoption in the B2B industry accelerate even more. AI enables marketers to unleash the potential of their data, allowing them to obtain better insights and perspectives on their customers.
Marketers can now make use of improved personalization options and sophisticated behavioral insights thanks to AI platforms. Chatbots, marketing performance management, predictive lead scoring, and predictive analytics are just a few of the ways marketers are using AI today to enhance website engagement. Marketers are able to use predictive analytics to make sense of the massive amounts of data collected and transform it into actionable data. The revolutionary impact of AI will be seen across marketing disciplines, from refining marketing strategy to developing data-driven content to hyper-personalization of campaigns and campaign ROI optimization.
Account-based marketing (ABM)
Account-based marketing is becoming more popular due to its potential to create real integration between sales and marketing, deliver focused targeting with improved conversion and revenue-generating chances, and nurture and keep existing customers. Marketers are focused on ABM strategies that prioritize ROI and deliver on business results as organizations begin to feel the economic impact of the pandemic and businesses begin to tighten budgets.
Since digital marketing is one of the most rapidly changing sectors today, companies that want to stand out should carefully consider incorporating marketing automation into their day-to-day operations.
Since the past year the importance of digital platforms and real-time data for connecting with customers and gaining customer insights has skyrocketed. Brands can obtain important information about their customers by engaging with them on digital platforms.
According to a survey conducted by Dun & Bradstreet in 2020, 59% of CMOs have already implemented marketing automation solutions. While 20% of CMOs said they are in the process of implementing automation solutions, another 11% said they will do so within the next year.
To be prepared for future disruptions, B2B marketers will need to be much more agile, quick, and responsive, as well as accept the new normal. Organizations that embrace digital transformation and harness the right technology and strategies will emerge as winners in the post-pandemic future.
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