The digital landscape is constantly changing, and 2019 brought forth many exciting contributions to B2B marketing strategy via automation and artificial intelligence. As 2020 closely approaches, there’s a few B2B digital marketing trends to consider for the new year.
Featured snippets aren’t new by any means; the first snippet was introduced in January of 2014. But since their introduction, they’ve evolved and expanded. Originally, featured snippets were created as “quick answer” boxes, and mostly displayed answers to generic questions like “how tall is the statue of liberty?” and “how many feet are in a yard?”
What is a featured snippet now?
Featured snippets are information boxes that appear on the search engine results page (SERP). Unlike traditional organic SERP format, a snippet will feature information about the page above the URL and can include images within the text box.
Why are they valuable?
Approaching 2020, featured snippets are much more than a simple box that displays information, they are an invaluable position to hold for SEO dominance. A snippet position displays your website above the first organic search engine result, allowing your page to occupy valuable SERP real estate. In some cases, the snippet can be large and inhabit a sizable portion of the SERP, pushing competing organic results further down the page and out of sight. On top of that, the snippet position is a key contributor in positioning your website as a thought-leader and authority on any given topic, building positive customer perception and trust towards your brand.
The searcher’s perception is particularly important for B2B marketing efforts, as decision makers for companies will conduct thorough research when considering a purchase. When your website is deemed an authority by search engines, potential customers will think highly of your brand, and building positive brand perception in prospects’ minds is key to winning their business. Optimizing for featured snippets will be an important strategy for B2B companies in 2020.
Chatbots have been gaining in popularity throughout 2019, and they show no signs of stopping in 2020. In 2018, Facebook announced that it already uses over 300,000 bots on its Messenger platform; and that number has likely skyrocketed over the past few years. According to Outgrow, 80% of businesses are expected to have chatbot automation by 2020, and a 2018 chatbot study found that 58% of companies currently using chatbots are B2B. The implementation of chatbot functionality in B2B marketing strategy is increasingly becoming the norm, as chatbots have an assortment of uses and benefits, they can:
Chatbots help keep your website and social visitors engaged and attentive. They’re an excellent tool to initiate conversations with visitors and can help move them along the sales funnel. They can be fully automated with custom if/then branching capabilities with fully customizable prompted scripts to address any questions, promote form fills, and pass leads along to available sales representatives.
Chatbots are likely to continue their journey to the mainstream and integrate into the online marketing strategies of many businesses in 2020.
Account based marketing (ABM) is exactly what it sounds like, marketing products and services to specific accounts, clients, or customer categories. In the world of B2B, it’s commonplace to have more than one buyer persona type. And these various target audiences may value different aspects of your product offerings and require separate e-mail messaging.
With the many great technological advancements in e-mail marketing automation software, it’s now easier than ever to segment e-mail contacts by category and send personalized e-mails to any given group. Narrow and specific targeting yields tremendous results, and there’s data to back that up: research by ITSMA revealed that 87% of marketers that measure ROI say that ABM outperforms every other marketing investment.
In 2020, it will be important to segment your audiences to deliver messages customized to address specific needs and wants. Out are the days of sending generic blasts to massive e-mail lists, customers and leads want e-mail communication personalized for them.
To learn more about taking advantage of rising trends in your B2B marketing strategy, contact SVM E-Marketing Solutions. Since 1995, SVM has worked with manufacturers, distributors, and B2B service providers to generate leads and sales through targeted marketing tactics. For an in-depth look at the businesses SVM serves – along with case studies – visit our Industries page.