The pandemic has sped up digital transformation and the future of marketing is now here, today. B2B marketing methods need to adapt to a more familiar B2C type experience to work in the new marketplace.
So, where are we going in marketing and what is in store for us as we head into the second half of 2021 and beyond?
Let’s take a look at this year’s sales trends that no one is talking about.
Don’t solely rely on Google Analytics
Google Analytics is a brilliant business tool but in 2021 it's not the only tool you need in your toolbox. The buyer's journey has moved on from your customer visiting your website from an ad and buying your product or service.
Today, there are so many different ways to generate sales and revenue that Google Analytics can no longer provide you with a single source of data you need to grow your business.
That’s where business intelligence solutions like Amplitude and Google Data Studio come in. If you want to succeed in 2021, combine analytics with other tools, such as the two above, to access advanced data so you can make more informed decisions.
Seek alternatives to your email list
One trend that many digital marketers are noticing is that email open rates are staying the same while open click rates are declining. This means you need to start using different communication channels.
For example, chatbots are taking off with companies gaining new leads through this online conversation service. Imagine being able to chat with your prospects in real time, when it's convenient for them.
Automation is vital for survival
AI and automation are now playing a key role in making sales and marketing a lot easier. There are software programs that can automate your SEO.
That’s right, no more spending endless hours on your SEO, all while you save thousands of dollars. If you want your business to thrive, you must leverage AI and marketing automation to flourish.
Depersonalization - it's a thing
It’s not rocket science to understand that personalization can help you convert more of your site visitors into customers. The issue is, everyone else is using the identical personalization game plan, and consumers are getting tired of it.
That’s where depersonalization comes in. Businesses need to stop the fake personalization messaging and focus on being real through emotion-based communications.
It doesn’t stop at marketing though. Sales can create emotion-based personalization once the lead becomes an opportunity. Sales people have always been known to pick up on the emotions and real time impact of messaging and their follow-up needs to follow suit. Enabling personalization through a central source of content truth like Referenceable has seen faster deals and improved win rates.
In the new business world dominated by buyers, B2B sellers must adapt to key customer changes.
Many business decision-makers today are millennials who want to access your company or products information online without having to talk to anyone. This new generation of buyers also puts a lot of faith in peer recommendations, referrals, and reviews. Challenge your status quo and rethink how sales is interacting with your buyers on your buyer’ level.
Another key “future of marketing” trend is the need for organizations to become highly optimized. Put simply, this means using technology and best practices to support all parts of the business to perform at their peak to generate optimal revenue.
This is done through investment in talent acquisition and continuous sales training which is closely tracked by data-driven performance metrics.