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B2B Marketing Trends Executives Need to Know Now

Christina Hartman | November 19, 2020 |
Reading Time: 3 minutes

If you’re an executive looking to ramp up your sales, there are a few B2B marketing trends that you should be aware of. Integrated Digital Strategies (IDS) specializes in B2B marketing, and we’ve observed that taking these trends into account can make a big impact on the efficacy of your marketing spend. 

Account-Based Marketing

Account-based marketing is geared towards helping you land specific accounts. Chances are, you have a company in mind that you’d love to do business with. As it happens, there are lots of ways that you can get the attention of that company – and others like it – by adjusting your marketing strategy. 

One proven method of capturing the attention of a small target audience online is through SEO and SEM strategies. Taken together, these help you to get your digital content in front of the right audience by leveraging their online search behavior. It’s really not complicated, especially when you have an expert in your corner.

IDS can help you generate digital marketing materials that go hand-in-hand with strong SEO/SEM strategies to garner the interest of the companies you want to work with. We can even handle the sales funnel/lead nurturing process to guide them from awareness to decision.


 In-person events and webinars are among the most effective ways to secure leads. These give you the chance to highlight your competitive advantages in a more personal way, meeting your prospects “face-to-face” and answering their questions.

Since in-person events likely won’t make a comeback in the near future, webinars have become the best viable option – making them a key B2B marketing trend to capture in 2021.

Not sure where to start? IDS can help create and promote effective webinars so you can easily connect with interested prospects and showcase your competitive differences. With our help, you can be sure that your webinar will reach the strongest possible audience of prospective leads.

Web Analytics

B2B organizations use web analytics more than any other tool to boost the efficacy of their content marketing. When used correctly, web analytics can provide valuable data on who is viewing your content, for how long, and which content best compels leads to move through the sales funnel

It’s possible to manage web analytics on your own, but partnering with IDS will give you distinct advantages over your competitors. We work with content specialists, designers, and developers all in one team. That means when we notice a trend developing based on web analytics, we can immediately prescribe a change in strategy and get it implemented quickly – keeping your digital content on top.

Documented Content Strategy

The number of successful B2B marketers with a documented content marketing strategy has been growing year-over-year because it works. Documenting your content strategy simply means making a plan for what you intend to publish, when, and why. Mapping this out ensures that each piece of content you produce is likely to have the maximum impact on your readers. 

The graph below illustrates that more and more B2B marketers are beginning to document their content strategy – illustrating that it works, and making it another key B2B marketing trend for 2021.

Percentage of B2B Marketers with a Documented Content Marketing Strategy

Effective Use of Organic Content Distribution Channels

 Social media and blogs are favorite organic content channels among B2B marketers. They give you the opportunity to interact with your prospects where they live online, and in a format that’s easy to establish two-way communication.

The graphic below demonstrates that social media, blogs, and email are used heavily in the B2B landscape because they’re effective. When you contact IDS, we can help create an organic content strategy from the ground up that will most effectively draw leads to your content.

Organic Content Distribution Channels B2B Marketers Used in Last 12 Months

IDS is consistently monitoring B2B marketing trends to keep our skills sharp, so we can offer our clients the best possible custom solutions. Get in touch with us today to see what we can do for your business. 

About the Author

Christina Hartman

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