Trends aren’t just for the fashion world. As new technologies and strategies emerge, marketing priorities can shift. But what are today’s B2B marketers focusing on?

The modern B2B marketer

What is the modern B2B marketer focused on? What top trends are they following? This is exactly what the B2B Marketing Survey 2018 explored.

The report found that more than half (57%) of marketers believe personalisation will have the biggest influence on marketing strategy over the next 12 months.

Top priorities for B2B marketers include converting leads into customers (58%), growing traffic to websites (45%), and increasing revenue from existing customers (44%). When it comes to leads, 50% of B2B marketers are now demanding leads that are fed into the middle and bottom – not just the top – of the funnel.

The most important channels for strategy and budget allocation are content, social media, and email marketing, while display advertising, paid search, and direct mail are going down.

Lastly, there is greater collaboration and more integration of sales, as modern marketers now collaborate with five or more colleagues in order to make key strategic decisions. 

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Is technology boosting productivity?

There’s no denying that technology has made it easier and quicker to work, but do all online tools boost productivity?

According to new research discussed by B2B Marketing, nearly a third of sales professionals don’t feel CRM technology increases their productivity. Only a quarter (25%) are highly confident that the technology provides such a benefit.

As B2B marketing moves towards greater collaboration between sales and marketing teams in order to deliver on great customer experiences, it is imperative that companies provide staff with the necessary tools to work effectively and efficiently and that it is easy to share key data between departments. 

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Buyer budgets going online

We live in a digital world, so it only makes sense that B2B buyers are increasingly going online.

A new report from Avionos found that, while supply catalogues are still being used, more B2B purchases are being made online. Compared to 2017, 89% of B2B buyers are “making more purchases online”. 

But it isn’t all good news. B2B companies should ensure they provide potential customers with all the necessary information, as nearly half (43%) feel product content isn’t accurate. So, what can you do? More than half (54%) revealed detailed product content increases confidence in their digital purchases.

And the overwhelming majority (97%) believe supplier portals are vital when it comes to choosing the right B2B vendor.