7 B2B Marketing Trends For The Next Decade

by Kim Garmon Hummel

Let’s take a look into our crystal ball and see the future of B2B marketing. While the field of digital marketing isn’t immune to seismic disruptions (we’re looking at you, 2020), there are data-backed trends that we can use to predict how B2B decision-makers will want to engage with companies.

With that in mind, we’ve outlined the 7 B2B marketing trends we expect to see play out in the next decade.

1. The Customer Story Triumphs

The customer is (still) always right. This is true of B2C marketing, but now B2B is following suit. Increasing evidence shows that customers put a lot of weight in what other customers are saying about your company. More than company-generated case studies, authentic experiences and customer stories are the determining factor for potential clients.

For B2B marketing, this means your current clients are an integral piece of marketing collateral. Invest in the customer experience at every touch point, create personalized campaigns, and dive into your buyer personas at a granular level to attract, engage, and delight your current customers. Think of it as an investment in the future.

2. Privacy is a Priority

Nobody likes spammy emails or being tracked online, and that sentiment is only growing. As privacy regulations increase online, customers will become more protective of their own data and that of their company. And you know what that means. Thanks to the laws of supply and demand, data scarcity means customer data will become even more valuable.

As a B2B marketer, ungated content will become your ally. Creating a brand known for generosity, high-quality resources, and expertise will keep you top of mind. It also positions your brand as a trusted resource, which means your prospects will feel comfortable sharing their data with you over time.

3. Get Personal and Interactive

Especially in the B2B world, people are jaded by the demands of constant brand engagement. Going forward, B2B marketers will need to rethink how they keep potential clients engaged.

We predict interactive content, which has already begun to see success in B2C marketing, will take center stage in B2B marketing campaigns. Leverage quizzes, assessments, and chatbots in marketing and sales channels to educate and inform your clients.

4.Influencers are for B2B Marketing, too

Never underestimate the power of peers. Professionals respect the opinions of other aspirational professionals, which means influencer marketing in the B2B world is alive and well.

The advantage of B2B influencer marketing is that it offers marketing specialization. Professionals follow B2B influencers because of their authority, which lasts longer than popularity alone. Because of B2B influencers’ specialized field, their followers are likely already interested in the products and services, which means your product placement couldn’t be better.

5. Don't Forget the Basics

Content is still king, and going forward, your potential clients will respond to content that will help them make decisions in their field. So create your content with your potential clients in mind, not an algorithm. More than ever, fewer sales-qualified clicks are better than an abundance of unqualified leads. Get to know the people you’re marketing to, and tailor your business marketing to them.

6. Storytelling Delivers Authenticity and Empathy

Storytelling is as timeless as marketing gets. But in the coming years, the power of narrative will continue to surge. As people prioritize authenticity and personalization in their interactions with brands, story is a natural medium. A compelling brand story makes you memorable and develops empathy with your audience.

Story has the power to persuade and transport—sometimes more than the most compelling data or statistics. So don’t discount the sway emotions have in B2B decision-makers’ choices, and start leveraging the power of story in your B2B marketing.

7. Podcasts Become a Mainstream B2B Marketing Channel

Podcasts are everywhere these days. Get used to it, because that trend isn’t going anywhere any time soon. Podcasts are more than a way to listen to sports updates and true crime stories. They’re a legitimate marketing channel that businesses are beginning to recognize with their marketing budget.

For B2B marketers, engaging with podcast listeners (who are also B2B customers) can go one of two ways. First, you can create your own podcast, offering specialized content for your field. Second, you can advertise to B2B customers on existing podcasts.

Prepare for the Future with Sauce Agency

Watch for ways your company can position itself for future growth using these B2B marketing strategies. Many of these trends tap into universal human behaviors and desires. But tailoring these to fit your industry’s B2B decision-makers can transform them from a universal truth into a strategic tool. Partnering with a B2B marketing agency doesn’t hurt, either, if you want to ensure your marketing strategies are a good fit for your business.

When you’re ready to create a toolbox of strategies for your business, and align with a marketing company that gets your business, we’re here to help you #GrowSmarter. Schedule a free connect call with a certified growth guide today!