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B2B digital marketing megatrends 2020

All you need to know to start off the new decade in the right way.

I recently blogged for the Business Marketing Club (BMC) about ‘What really works in B2B Digital Marketing’ following their event on this topic. Building on this, let’s take a deeper look at the digital marketing megatrends for 2020 which Dr Dave Chaffey [pictured above]- author, consultant, co-founder of Smart Insights and digital strategist since 1997 – was kind enough to highlight and share.

So, onto the trends:

  • Be omni-channel rather than multi-channel – rather than an operational view of customer transactions in each channel, ensure the customer experience across all channels is seamless, consistent and integrated.
  • Integrate martech, data and insight – many businesses are spending 10-15% on martech. Are you optimising your martech stack (the group of tools you use to deliver, analyse and improve marketing)? Configure and customise your martech to ensure maximum performance. Plus, don’t forget to gain better audience insights via Google Keyword Planner, LinkedIn, Facebook etc and then optimise touchpoints.
  • Focus IRM on sustained publishers – don’t forget in B2B influencer relationship management your best influencers are your expert employees and customers. Be wary of how much time you spend courting individuals just because they have a high number of followers.
  • Conversation marketing supported by automation and AI – for example, technology which recommends content to users when they’re on a site is much more effective than email. Hyper-personalisation supports conversion rate optimisation (CRO).
  • Apply ABM to messaging – use account-based marketing principles to retarget messaging to the various people in the buying unit. For example, LinkedIn has an Account Targeting service, so you can tailor Sponsored Content or Sponsored InMail to a priority list of accounts.
  • Content focussed on better results lower down the funnel – the Content Marketing Institute recently published a report that highlights most B2B marketers use content marketing effectively to achieve top-of-the-funnel goals like brand awareness and audience education. But they are missing out on opportunities deeper in the funnel. Focus on content which grows more lasting relationships with audiences (both customers and non-customers) and delivers bottom-line results.
  • Interactive content – how can you build in interaction that will help your audience more and enable you to find out more about them? This could be a quiz, calculator, slider or interactive visual.

So, as we all naturally reflect on what’s worked in 2019 and what we could do better in 2020, as is the usual custom at this time of year, I encourage you to ask yourself: what would make the biggest difference to your marketing efforts? It’s probably less likely to be ensuring you’re up with a latest trend, but about doing the basics right. HOW well do you use or apply marketing tools, techniques and practices?

If you’re still seeking your fix of marketing trends (and who can blame marketers for wanting things cheaper, quicker and easier?), then you might want to check out Dr Dave Chaffey’s monthly What’s New in Marketing (WNIM) podcast. And don’t forget to keep an eye on forthcoming BMC events.

Emmeline Woodward

Emmeline Woodward

Strategic B2B Marketing Consultant and Director of Co-creation Marketing
Emmeline has over 15 years’ experience working across leading business and consumer brands, along with extensive marketing management skills. After leading one the UK's largest integrated agencies, where she was Business Director for Digital and B2B Marketing, she created a new agency model that focused on putting the customer first. She is an expert in B2B Marketing, specialising in marketing strategy and value propositions development.

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