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The B2B industry is constantly evolving, and with the global pandemic still present, marketing trends have shifted to the new normal. Although uncertainties still exist, there are emerging trends that are reshaping the B2B industry for good. In 2023 and beyond, marketing professionals need to keep these trends in mind to stay competitive in the market.
This article highlights five key industrial marketing trends that will shape the B2B industry in 2023 and beyond.
Embrace the Power of Video Content
Picture this: You’re scrolling through TikTok watching one video after another, then glance at the time and realize you’ve just spent the last 30 minutes (or more!) watching one video after another. You’re not alone. Over the last five years, the total time spent watching videos increased by 249%. And yet, only 32% of businesses are using video to generate sales.
Watching videos isn’t just how people spend free time, it’s also an important part of their decision-making process. When a company incorporates video into its marketing efforts, it’s energizing, informative and helps customers visualize your product and its benefits.
An example of this in action is Polar Leasing, which used video to capture the benefits of using its walk-in freezer and refrigerator units—and the result is an engaging piece of content that reiterates why its temporary storage is superior to that of its competitors.
Now, imagine that video was a news release. That’s not nearly as exciting or compelling.
It’s 2023, and your digital content should reflect this transformation in how people consume content. People are filming movies on phones, can join in a virtual meeting from any corner of the planet and are watching hours of video content each week. If your business isn’t taking advantage of this, you’re missing a massive opportunity that competitors will pounce on
Enhance Your B2B Customer Experience
Your credit card bill might say otherwise, but Apple Pay has become a beautiful option for businesses and consumers alike. In the span of a minute, a customer can browse a site, find a product they like and confirm their purchase. Yes, there should be fewer obstacles to buying a dress shirt than purchasing a five-figure software solution or piece of equipment, but a high cost shouldn’t mean higher barriers for clients.
Likewise, B2B businesses should consider building an enhanced customer experience that makes it easier for their products to be purchased. Consider implementing an “add to cart” option. For example, if your product is a massive piece of equipment, like an industrial shredder, then you could create a compelling call-to-action on the site beyond sharing the shredder’s information, such as scheduling a call with an expert to discuss the equipment or financing options.
In an age of account-based marketing and cookies that track website visitors, it’s never been easier for businesses to know their clientele’s needs and buying habits. It’s crucial to simplify the buying process to be as painless as possible for customers. Maybe it’s not a one-touch purchase, but streamlining the buyer toward exactly what they need will lead to a better customer experience and a repeat visitor to your site.
Leverage Your CRM and Personalization Capabilities
This goes without saying in 2023, but every B2B business needs to fully utilize its customer relationship management (CRM) tools. Otherwise, your business is ignoring existing and prospective customers who are already in your database – and they’ll likely take their business elsewhere as a result.
A great example of CRM utilization is Take 5 Oil Change’s approach with existing customers. Unless you have an electric vehicle or only use public transportation, you likely need an oil change every 3-6 months. So, if you’ve used their services previously, Take 5 already has your contact information in its CRM and will send you an oil change reminder after 90 days. Maybe this springs you into action, or maybe it doesn’t—but it certainly demonstrates the value of building an ongoing relationship with new and existing customers.
If you’re a B2B manufacturing company, it’s a safe bet that you and your customers are aware of predictive maintenance. Be sure to add any customer information into your CRM, and when it’s time for customers to upgrade their aging equipment, an automated email should be hitting their inbox before they even consider shopping for equipment elsewhere.
Utilize Emerging Technologies
With the rise of the Internet of Things (IoT), businesses can leverage new technologies to improve their operations and customer experiences. IoT-enabled devices can provide real-time data and analytics to help businesses make better decisions. Companies should explore the use of new technologies such as virtual and augmented reality, artificial intelligence, and blockchain to stay competitive in the market.
As the workforce increasingly becomes dominated by Millennials, with Gen-Zers not far behind, your digital marketing needs to cater to the communication preferences of these audiences. Chatbots have become increasingly popular in recent years, and this will only continue to explode in 2023.
Yes, it’s often easier to talk through things on a call, but not every customer wants that, so having a chatbot or some form of online chat support can be a valuable resource. Not only does it provide the convenience of 24/7 communication, but it also allows both the business and customer have a paper trail that logs each message and enhances the overall customer experience.
In conclusion, industrial marketing trends are evolving, and companies need to stay up-to-date with these trends to stay ahead of the competition. With the rise of video content, enhanced customer experiences, personalized marketing, purpose-driven branding, and emerging technologies, B2B businesses can reinvigorate their marketing strategies in 2023 and beyond.
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