The B2B marketing scenario is becoming increasingly
competitive as marketing technology moves forward and more engaging and overall
better methods emerge to gather US
business leads. This article guides you on the marketing trends likely to
dominate 2019 as far as B2B Sales Lead Generation is concerned.
- Personalization
It is expected that 2019 will make the process of generating
B2B leads more personal. Instead of
focusing on the channel marketing is headed towards personalization. If you
fail to act on the data and intel provided to you by your audience, you are
making an unforgivable mistake.
Personalization makes them feel understood, recognized and special. This
personalization is not limited to B2C anymore and B2B marketers in the US can
use them to generate leads and tend to them.
·
Intent Data
B2B marketing gurus opine that intent data is going to
change the whole game by predicting what may be of interest to buyers. This
will have a determining effect on the campaigns B2B marketers create, the
topics on which they create content and ultimately engage the buyer. Through
intent data, marketers are able to better
understand the buying group’s interest and use the insights gained from the
same to offer more relevant content that is
also of greater value. This intent data of an individual or company’s online
research can be both first-party
collected from your website as well as third-party
collected from searches on other sites.
·
Podcasts
With an audience of 73 million in the US alone, podcasts are
making a huge comeback as an easily digestible, on-demand media format. It is
easier to consume and helps businesses position themselves as industry experts
and build credibility and trust in the mind of the buyers. When you have a
dedicated podcast you actually build a relationship with the kind of clients
you want not to mention the referrals you get by inviting guests to your show.
·
Agile Marketing
An essential part of the of the skills needed by a marketer
is project management. Marketers are continuously under pressure to deliver
with limited resources and gain new skills. Agile marketing ensures that they
do not burnout due to the sheer pressure.
The principles of Kanban, Scrum and Lean together constitute the hybrid theory
of agile marketing which rests on validated learning and experimentation. Big
projects are broken down with small marketing programs and results assessed and
lessons learned then the process iterated
and improved.
·
Voice Search
Personal voice assistants are becoming increasingly popular
with the likes of Alexa, Siri, and Google
Home becoming household names. Naturally,
B2B marketers want to tap into this market by ensuring that their SEO efforts
take into account voice search also. In order to do this, conversational
content in a format that can be understood by machines with ease instead of
keyword-based content are needed. The way things are headed voice search can
potentially overtake mobile search in the coming five years, so you really want
to get a head start on using it as a lead generation tool.
