Tuesday, January 5, 2010

The B2B Marketing Trends of 2010: Effective Marketing Best Practices

The face of B2B marketing best practices are changing. In order to succeed in today’s business world, companies must reinvent how they go about their B2B marketing. Today’s B2B marketing trends are vastly different than they were just five or ten years ago.

With the arrival of 2010, here are some B2B marketing trends and best practices which we will continue to see developing in the New Year:

A focus on B2B marketing content that is matched to buyer profiles: Buyers behave very differently now than in past. Today’s buyer is much less receptive to sales people, but would rather research information independently. Thus, B2B marketing best practices now require the creation of reliable, seemingly unbiased content to provide prospects with the information they seek. Like attracting fish to bait, B2B marketing content has to be targeted to the needs of buyers so that they “bite” into it.

Increased presence online and focus on online reputation: The Internet has become a dominant source of information. To stay current with B2B marketing trends, a company needs an interactive website, a blog, a profile on different social media sites like Facebook and LinkedIn, not to mention videos, podcasts, and RSS feeds. It’s crucial to spread the word with many online marketing best practices so that buyers can easily find you.

Lead nurturing is key: Lead B2B marketing campaigns create demand. But each lead should be thought of as a seed. Not all seeds that are planted will sprout right away. They must be ready. With prospects, it is much the same—they must be nurtured until they are ready to buy what you offer. Online marketing best practices now make it easier to score leads based on their level of interest and readiness to make a decision.

Online marketing automation practices: No B2B marketing campaign stands alone. Nowadays, B2B marketing campaigns are complex. They require planning and execution in order for campaigns to work smoothly side-by-side. Only a truly integrated online marketing campaign leads to success. For instance, you can integrate social media into email marketing to achieve social marketing automation. There are many existing tools to help you get better results with your online marketing practices.

Measure, measure, measure!: Last but not least is the bottom line. Branding is very important to a company’s development, yes, but it’s not what satisfies the company’s owners and investors. B2B marketing best practices should be monitored and have results measured over a period of time. This will enable the company to invest wisely in its B2B marketing campaigns to generate better results and a better return on investment.

As we enter into 2010, I wish you all the best for you and your business. Feel free to contact me with any questions on online marketing practices.

Happy New Year!