Marketing Trends

The state of B2B marketing is in constant evolution.

Moving into the new year, numerous research agencies have named trends B2B marketers should keep top of mind and practice in 2020. Many of these exciting trends have carried over from 2019 to evolve in 2020.

If you’ve just started to create your strategy or in the process of refinement, these tips will be especially helpful. Here are five, among many, you should be mindful of this year…

1. Content Marketing is Still King

Content marketing is widely-seen as the most effective method for lead generation for the B2B space. In HubSpot’s 2018 State of Inbound Report, 55% of marketers listed blog content creation as their top inbound marketing priority.

Why? Blog content is among the easiest and most accessible for your audiences to share among their networks, whether through email or on social media! Gist says 90% of businesses already use content marketing to generate inbound leads. That’s a pretty impressive number. On top of everything, it is one of the most cost-effective ways to get your brand message out there.

While putting ad spend behind content is effective, organic employee advocacy is just as credible, helping your brand reach the niche audiences it needs to target to gain new business. Both methods benefit your business.

So, if you had any questions about content marketing’s relevancy to your B2B strategy in 2020, this should be clarifying.

content marketing infographic

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2. Personalization is Queen

Today’s buyer requires  personalized content and messaging from the businesses they’re interacting with. Personalization stands to increase business revenue due to its attention to segmentation.

Niche targeting should not be undervalued.

Consumers can choose from a vast array of content across the Web. You need to give them every reason to use yours, establishing a sense of urgency, awareness, relevance, and personalization that far outweighs that of your competitors. Speaking to their humanity and individuality will help to retain them and expand your customer base in very exciting ways.

Marketing automation tools can assist you with this element of B2B marketing very well.

Ledgeview Partners Act-On Infographic

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3. Email Marketing is NOT Dead

Email marketing may feel like a more traditionalized approach to marketing compared to the current state of the digital era, but it still has incredible value for B2B marketers to this day.

So, if you were planning to attend its funeral in the near future, check again – email marketing is alive and thriving!

These seven statistics don’t lie…

Marketing Infographic

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Digital Marketing Tactics4. Data Analyzation is Crucial to Your Success

Your marketing strategy doesn’t mean much if you don’t have the data to back it up.

Whether you’re new to or seasoned with platforms like Google Analytics, Hootsuite Analytics, Twitter Analytics, LinkedIn Campaign Manager, Facebook Ads Manager, etc., it’s important that whatever expertise level you have, you strive to grow and develop that breadth of knowledge so that you can create more effective marketing strategies and social ads for your business (if that’s your objective).

Data and analytics will help you refine your business objectives and create more effective content as a result of professional analyses. If you’re new to platforms like this, seek out training videos on websites like YouTube, take a class, or attend a local workshop to boost your awareness. Interpreting data will help you determine the effectiveness of your content and ads.

Over time, you will be able to determine what messaging works, if your content is reaching the right audience, how you can refine your media to reach that audience, etc.


5. SEO Must Be Fine-Tuned

SEO has changed over the years. The way search engines interpret content has changed due to changes in artificial intelligence (A.I.).

So, you may wonder – how do you recraft your blog strategy or content to best respond to these changes?

An effective SEO strategy will send high quality traffic to your website and help you convert more of those leads into customers as a result. To ensure this happens, follow these top 5 tips for success:

  1. Know your audience and the language they use
  2. Write quality content (post with purpose – not just to post an abundance of content)
  3. Include title tags
  4. Use a responsive web design
  5. Set a canonical URL

Get the details at

Get more tips unique to your business when you coordinate with our Marketing Consultants. Learn more about what Ledgeview can offer your B2B here.

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