B2B marketing has long been more than just providing factual information at the enterprise level with the highest level of expertise. Marketeers have realized that it is people who ultimately make the decision to make an offer – even if they do it on behalf of a company. Digitalization is therefore not only one of the buzzwords for business operations, but also in the context of marketing activities for companies around B2B contexts. But which B2B trends are highly relevant today?

1. Customer Centricity

Customer Centricity is becoming more and more a part of marketing strategies in B2B marketing as well. If you know the target group, you can market more efficiently. Not only industry-relevant characteristics of the corporate context need to be considered, but also the people who need to be addressed. Messages, creatives and targeting need to be aligned and have a good balance between technical information and depth, as well as brand world.

2. Testimonials from the company

Who better to promote a company than its own employees:inside? As authentic testimonials, so-called corporate influencers can embody values and messages better than anything else. In the B2B context, employee involvement strengthens trust in the services offered and the companies approached get a sense of who they (could) work with in the future. However, the use of employees as testimonials requires special sensitivity. Shootings must be planned and carried out with care and, above all, the messages conveyed must really be lived by the staff in their operational work and be experienced by customers.

3. cross-media content

The increasing diversity of media is also having an impact on B2B marketing. Content is provided to target groups along their individual customer journeys – and in a platform-optimized way if you want to operate successfully. Therefore, the mix of content types should also take moving images and audio into account. Even complex content can be conveyed in a way that is quickly consumable and emotionally involving. Appropriate targeting ensures that the multimedia content is played out to the user at the appropriate time.

4. Data Analytics and Artificial Intelligence

Increasing efficiency plays an increased role in B2B marketing – across all channels. Not only does close, cross-departmental exchange play an increased role, but also the use of available data. Data analytics provide information about the success of marketing measures and enable active, continuous optimization of these.

AI-based tools are still little used in B2B marketing. Since artificial intelligence has long been standardized in everyday consumer life, it can be assumed that it will also triumph in B2B marketing. Examples include digital assistants, text mining and voice commerce. The data obtained here can also be evaluated and incorporated into marketing planning.

Strengthening the brand

Whoever has recognized the importance of a strong brand knows how to use it profitably in terms of a holistic management approach. The times when the brand is treated stepmotherly are all over, even in the B2B sector. The corporate brand not only influences the marketing mix, but the entire company. Therefore, it is important to strengthen it sustainably in terms of a consistent strategy and to revitalize it in all areas of the company.