Top 6 B2B Strategies for 2020
At the end of each year, marketing and sales teams sit down and evaluate the overall 12 months to highlight the tactics that worked and the areas that needs to be improved. It can be time consuming if you need to create a strategy for the upcoming year from scratch. With that in mind, I dropped down the B2B strategies for 2020 to create a predictable and repeatable stream of new leads, customers and revenue that you cannot ignore.
1. Focus on Value
According to Hubspot, In the B2B world, adding value should be a crucial part to look into in 2020. People who are looking at your services or products need to have a clear picture of the difference your company makes to theirs. Sounds complicated, I know.
But having in-depth studies can also be a valuable source for future blog posts that will explain how the whole process went. You can also interview the business owners, and use their praise for your testimonials page, which is another excellent form of promotion.
2. Word-of-Mouth Marketing
This tactic is known for generations and generations before that. The reason is because… it still is one of the most powerful ways to succeed in a B2B world.
In 2020 B2B customers will continue to and increasingly rely on online reviews, and social media as they make their decisions. Review websites, such as Facebook, Yelp Google my Business are another great place to build buyer confidence.
You should focus on building relationships with loyal customers, and you’ll notice that they are a free sales team promoting your business in a form of a review. Provide good and exclusive content, special offers, customer appreciation events and even create a referral program for good measure. As mentioned above, Facebook and similar social media is another great way to engage with your audience and build goodwill. LinkedIn is especially effective for B2B companies since much of your target market is there.
3. Big Boom on Live Chats
The world of live chat is out there and it’s time to adapt. Live chat is a personal, non-intrusive form of contact. You'll be able to connect better with your customers and build their trust. And that trust will fuel your business over time. There’s no doubt that it’s an extremely effective customer service channel. In fact, 92% of customers say they’re satisfied with their live chat experiences – a higher proportion than any other communications channel.
Live chatting will speed up your customer service and positively impact your sales. Use LiveChat to assist your visitors exactly when they need it.
4. Think Outside Your Media
In many companies, marketers will display their content in the form of a blog post, webinar or eBook. But the top performers are more likely to amplify their content using non-owned channels, such as: • Media/influencer relations (46% of top performers vs. 34% of all) • Guest posts/articles in third-party publications (63% vs. 48%) • Speaking/events (70% vs. 63%)
According do BigCommerce, 89% of marketers revealed the ROI from influencer marketing is comparable to or better than other marketing channels
Which social media is a huge influence? Well, every company is different, for some businesses Facebook and Instagram will work best, for others Instagram and YouTube. Try out different influencers from different social media platforms to record the success rate.
5. Be Direct And To The Point
This goes without saying, but the truth is…. Business people don’t have time. You should offer them value, and you should niche it down, but keep it short and direct. When you are creating your email campaign, pay close attention to subject lines. This is a crucial factor which decides your final open rate. Business people are flooded with emails every day so keep that in mind and try not to sound like a spam – avoid words such as BUY, GET and FREE
The same goes to content writing. Running a blog with overly long articles might not be the best approach. Who has time to read 3000 words long posts? Have a look at one of our articles on 5 ways to get information about a company - it is a content that is light, easily digestible and not a snooze fest (I hope!). Use bullet points, paragraphs and again, keep it direct and to the point.
6. Email Marketing
Hitting 2020 strong, email will continue to be a priority tactic for B2B success. But it’s back with a bang. Indeed, it’s been shown to be the most effective digital marketing tactic, with a median ROI of 122%. A good email marketing is more than sending a few messages and waiting for the leads to come in. In order to have a successful email campaign, you need to be segmenting your email lists. In fact, 42% of marketers say that they don’t send targeted email messages, while just 4% use layered targeting. If you’re one of the many marketers who hasn’t started segmenting their email lists yet, consider these tips. Compared to the non-segmented campaigns, segmented email campaigns reported having a 101% more clicks, over 14% more open rates and a 4% lower bounce rate.
I am sure that when you focus on these 6 areas in 2020, your B2B marketing will be promising.