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New Year, New View: What B2B marketing looks like in 2018

New Year 2018

As we jump right in to the new year, we can definitely chalk 2017 up as a very interesting year. There were many changes across many landscapes, and the digital marketing world is no different. While it wasn’t rife with controversy, new trends took shape and others faded.

Things like social influencers became more and more of the norm as companies – B2C and B2B – spent millions of dollars in this category. Many companies began to finally adopt personalized content marketing strategies, which focus on quality instead of quantity – both in terms of amount of articles and their lengthiness.

Well, the new year is shaping up to be no different. Expect the trends that were established in 2017 to continue to be utilized as marketers figure out prominent data points while new industry trends come into play.

Voice-Optimized Content

2018 is poised to become the year that voice-powered marketing enters the mainstream, particularly in the B2B space. In 2016 alone, 20 percent of all online searches were conducted via some type of voice-powered digital assistant by talking to Apple’s Siri or uttering “OK Google.” That number is expected to climb to roughly 50 percent by as soon as 2020.

For SEO purposes, B2B marketers will not only need to make sure that their content is optimized for how people are searching on desktop and mobile devices, but also in terms of the natural and conversational language that they’re using with these types of voice-powered virtual assistant technologies.

2018: The Year of Copywriting as Storytelling

Another essential B2B digital marketing trend to watch out for in 2018 comes by way of shifting content creation away from straight copy writing and more towards storytelling – something that B2C marketers have been using to great effect in recent years.

All too often, B2B marketers make the classic mistake of speaking exclusively to a “business entity” as opposed to the real humans at the heart of it all. Crafting B2B content that tells a genuine, emotional and real-world story is the perfect way to captivate customers at all points of the sales funnel, pushing them farther down the line along the way.

Remarketing is More Important than Ever

It’s important to understand that on average, there are still between 6 and 8 “points of contact” required before a B2B company is able to generate a quality lead. To that end, remarketing is likely to remain one of the most important trends in the B2B digital space not just in 2018, but for the foreseeable future.

With this type of statistic at the heart of your efforts, any step that you can take to allow your brand to maintain its presence – even when potential customers aren’t actively engaging with your content – is a step worth taking.

The Evolution of Multi-channel Outreach in B2B

Finally, 2018 will see more and more B2B marketing professionals turn to multi-channel cold-outreach campaigns to try to improve that cold email response rate as much as possible. The strongest marketers understand that email clients are getting better at filtering out “junk mail,” which means sending text messages in addition to email or even using retargeted custom audience ads via platforms like Programmatic Advertising or even Facebook will become the best ways to help close that gap as much as possible.

Take advantage of these trends to make your digital marketing strategy a success this year by partnering with a company known exclusively for being able to drill down into the niche of the niche of your target audience.

MultiView Team Expert Stephen Peters

Stephen Peters

Senior Email Marketing Strategist

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