B2B Marketing Trends that will Rule 2018

Would 2018 be the year of innovative marketing? Well, just saying yes would be an understatement. This year also expected to be a promising year of better engagements with the audience and increased lead generation. But the critics have their worry hats on, wondering whether 2018 will also, be a year of fast-changing trends that will leave the marketers in a dizzy black hole writes Neel Sinha.

As a marketer, the best way to tackle the fireballs is to be well prepared and to have an understanding of the trends that will emerge and grow stronger in the year ahead. 2017 saw many B2B businesses trying marketing strategies, used by B2C companies. Some worked while many did not. The lines have blurred between the B2B – B2C marketing strategies, but it calls for attention on stronger customization of in the delivery of it, based on the audience.

Being aware of the B2B marketing trends that will rule 2018 could make any organization among the forerunners, as it would result in a well-informed marketing team that can plan better. B2B marketing success will still rein on the strategy that combines each of the below trends. B2B trends that will rule 2018 is strongly influenced and extrapolated from the year 2017, more so based on what worked and what tanked altogether.

Let’s run through the B2B marketing trends that will rule 2018,

1. Building a Brand, Not Just A Company

The market has drastically changed in the last decade. It is not enough to just be the company that supplies products and services. B2B companies have buckled up and are working on being a brand. The clients now expect you to be more human and more approachable. Having social media accounts and random posting is not enough.

Social media, as a channel to brand building, is one of the most trending aspects of B2B marketing. Many organizations use their social media presence as a means to connect with not just their clients, but also with the end users. Facebook (89%), LinkedIn(81%) and Twitter(75%) are the three most used social media channels by B2B marketers. About 40% of the companies in India are B2B, so to not just be one among the crowd, it is essential to be a brand.

B2B companies are also turning to Instagram to build the audience and add additional channels to generate leads. Brands like Hootsuite, MailChimp, IBM are utilizing social media at length and turning end users into evangelists.

2. Customized Marketing Strategies that are driven by Data

Data-driven marketing strategies have been a trend for a few years now, and it will continue to be on the pedestal. Data scientists or analysts will play a stronger role in the planning marketing strategies and also in the sales cycle- from lead generation to conversions. The amount of data available has also evolved over the years. Thanks to Google and other social media platforms, the target audience can be narrowed down and studied further. This would, in turn, mean data can be used not just to build an audience but also to convert the leads to sales. The B2B marketing trend in 2018 will be, Data will drive each level of B2B marketing and sales. It becomes utmost essential for companies to hence collect, as much data at every aspect. Additionally, it becomes imperative to collect quality data that scientists can then eventually use to ease the marketing efforts of the company.
Customization aspect of Marketing: In 2018, B2B marketers are predicted to follow the trend – maximum sales from minimum customers, i.e., the customers who tend to buy will be focused on to increase their spend basket. This focus will be driven by personalized marketing campaigns.


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