With 2015 nearly over, it’s time to get out the crystal ball and share what will be the big trends for B2B marketing in 2016.
There’s no end to posts predicting the next big thing in 2016. In fact, these are virtually the same predictions many made in 2015 – including me. And we all know those predictions are usually wrong – let’s make some, anyway!
Seeing marketing through the customer’s eyes
Marketing and sales are starting to focus on adopting buyers’ perspectives with regards to selling. This “customer-based selling” is not selling in the traditional sense but more about helping customers to buy – a subtle but distinctive shift in mindset – and content is absolutely key to the success of this. Moving into 2016, content will become even more critical in the customer-based selling process, as marketing and salespeople look to share insights and engage customers based on what they need to make it easier for them to buy.
Content marketing is here to stay
Content, which is here to stay because brand building is storytelling and marketing is teaching, will continue to improve in quality instead of just quantity. The most successful content will be relevant, entertaining and informative based on where the customer is during their purchase journey. Content should build on itself, be aligned to your sales funnel and move with your customers in their purchase journey.
A picture is worth 1000 words
Visual content is critical for brands to reach and engage their audiences. Infographics (especially with interactive graphics and embedded video) will continue to grow in popularity because of their value in education and thought leadership, all delivered in understandable sound bites. Expect short, graphically powerful slideshows to also gain popularity in delivering sales messaging.
Show and sell with video content
With Youtube’s popularity showing no signs of slowing down, video content will become the go to content resource for marketers. There may also be a shift from longer, consumable content like YouTube videos to shorter, snackable content like Instagram 15-second videos and Vine 6-second videos in B2B marketing.
Data will drive personalization
In 2016, data will continue to play a larger role in content marketing. Beyond just producing great content, marketers need to reach and engage the right audience. Marketers will use data to personalize and deliver content to their highly connected, always-on users helping to create a more informed decision that reduces the risk of being overlooked and increases purchase confidence.
Fostering brand advocates
Marketers have always known that users who love their products buy more. We’ll see B2B marketers using creative and varied tactics on multiple social media platforms to build sales and win more users by sharing that are visual, compelling buyer testimonials.
Trends are both threats and opportunities for B2B marketers
Companies that see social media as something for teenagers will miss the opportunity to connect and educate their customers in a compelling way. Ultimately, they risk becoming irrelevant.
Marketers who move forward with these trends have the opportunity to differentiate themselves in the marketplace, be seen as innovators and improve their odds of outperforming the competition.
What trends do you see for B2B marketers in 2016?
Good Selling in 2016!
Greg Bonsib is an author of the new Mighty Guides Ebook Data Disruption.
Does it ever seem to you like sales people are from Mars and marketers are from Venus?
Sales and marketing have different views of the world.
Each customer is supplying a valuable piece to the puzzle. It’s important that each sales person capture that input and makes sure it gets back to the marketing team.
Marketing isn’t being slow ― they are being thorough and deliberate. The reason is that marketing isn’t the only department required to create a new product. That involves most of the rest of the company from ops to finance.
Channel Instincts - A Marketing Blog By Greg Bonsib 