At the end of each year, my team and I publish a report on the major B2B marketing and sales trends. The idea is not to show how smart we are but rather to provide ideas you can start using immediately to grow your business. Feel free to download the full report.
Trend 1 – Importance of Digital Reputation. B2B prospects spend lots of time searching online before engaging with a potential vendor and if the experience isn’t right, they will leave quickly. On the internal website side, you should have a website that is clean, professional and easily navigable. Externally, you need to find every site that a potential purchaser could use to learn about you or your business category, and make sure your presence there leaves a good impression. Content should be fresh and relevant and tightly related to your core value proposition.
I just read an interesting article by Dillon Baker published in The Content Strategist. It’s titled 13 Stats That Should Terrify CMOs . These trends should not only terrify CMOs, but also CEOs, CFOs and CSOs. In fact, anyone with a “C” as the first letter of their title should be concerned. You can read Baker’s post to see all of the disturbing marketing statistics, but I would like to comment on three that were particular red flags to me.
Standard Banner Ad Click Through Rates have Dropped to 0.12
As you can see from the chart below, banner ad click through rates (CTR) have been dropping precipitously over the past decade.
At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing. This report is based on our experience with our B2B clients as well as relevant industry research. The purpose or the report is to provide information that is timely and actionable. You can read the full report here.
Trend 1: Metrics are a major priority. We see many B2B companies adopting an end-to-end marketing and sales framework that: