With 2014 right around the corner, so let’s look at the some B2B trends your organization should be prepared for.
1. Content
According to a MarketingCharts survey, lead generation is the primary motive for content creation. B2B marketers have come to the realization that content is not a luxury anymore but at a necessity; and, today, 93% of them are including content in their strategy1.
In 2014, over 60% of B2B marketers are expected to increase their content marketing budget2. Their main concern will be to develop content that is more engaging and customized to the various stages of the buying cycle.
2. Marketing Automation
Marketing automation will also grow in popularity in the coming year. While only 46% of B2B organizations automate their marketing campaigns today, it is expected that 81% will adopt the practice by next year3.
3. Social Media
More and more B2B marketers will be relying on social media in 2014. What platforms should you be looking at for your business? A BtoB study revealed marketers will primarily use LinkedIn, Youtube, and blogging to generate new leads. It is also interesting to note Slideshare and Google+ are the two social networking sites with the fastest growing adoption rate amongst B2B marketers1.
4. Email Marketing
The success of social media and mobile marketing is not going to upstage email marketing, which is expected to grow by 10% in 20145. Another study conducted by MarketingCharts revealed 47% of B2B marketers plan on increasing their email marketing budget in the upcoming year.
What B2B trends do you predict for 2014?
Sources:
1: B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America – Content Marketing Institute & MarketingProfs
2: Marketing Research Chart: Tactics that are seeing a budget increase (and decrease) – MarketingSherpa
3: 2013 Marketing Automation: Best Practices for the Management of B2B Digital Marketing Campaigns – BtoB
5: Email Marketing Trends of 2014 – Uberflip [Infographic]
Photo by Bloshakov
