Trends come and go quickly in any industry. In B2B marketing across all markets, there are current trends that are changing the way publishers are looking to do business. Start taking advantage of these trends right away!

Getting Personal – A B2C Mindset in B2B

Media buyers are looking for a more personal experience.  Buyers want something that is custom made for them and not the same old cookie cutter proposal that several sales reps read right from a media kit.  Buyers want to be “WOWed” when it comes to making any kind of purchasing decision.

According to Salesforce’s “State of the Connected Customer”, 80% percent of customers say that the experience a company provides is as important as its products or services. A majority take this sentiment a step further by voting with their wallets; 57% have stopped buying from a company because a competitor provided a better experience.

In the same study, 82% percent of business buyers want the same experience as when they’re buying for themselves. But only 27% say companies generally excel at meeting their standards for an overall B2B experience, signaling ample room to improve.

What actions should you take?

If you are a publisher reading this, it is time to drop the media kit and look at ways you can customize to your customers’ needs as well as future customers because your competition will be doing the same thing.  Having an interactive media kit online is something that can be very cool but ultimately, being able to have strategic thinkers and looking outside the box will help lead to new business and grow current business.

Lead Generation and MQLs

Clients looking for just a print ad or a branding program without a gated asset are few and far between.  In order for a media buyer or client to keep up with their competition, they need to gain leads – not just leads – but qualified ones as well.

According to Unbound B2B, marketing qualified leads (MQL) are typically at the wide end of the sales funnel and are defined as leads which have a higher conversion potential as per defined marketing parameters. Usually, these prospects have the required demographic and behavioral attributes that match defined buyer personas and have shown interest in the product or service which means they could be genuinely looking to make a purchase down the line.

What actions should you take?

Typically, any sort of integrated program is going to have a lead generation component to it.  Publishers that are in the lead generation game are doing a great job in segmenting their lists, so if you are looking to be in the lead generation space for your clients, you should!  By segmenting your list(s), it allows you more flexibility to make sure you are targeting the appropriate audience and not spamming a part of your database that isn’t interested in a specific topic.  It helps your list hygiene and helps provide MQLs faster to the client.  A win-win.

B2B Companies are Listening to Their Audience First

According to Content Marketing Institute’s 2019 B2B Content Marketing Research study, nearly all top-performing B2B content marketers (90%) put their audience’s informational needs ahead of their company’s sales/promotional message.

It is no secret that listening to your audience’s wants and needs is a perfect way to build the foundation to any program or campaign.  This is something that should be done on a regular basis.

What actions should you take?

Set up online surveys two to three times a year.  If you have your own event, plan on setting up focus groups with your audience and attendees.  Not only will you gain priceless information, but you will be engaging with your audience in a way that makes them feel as though they are part of the brand.  Just another beneficial way of getting more personal.