Ronn Torossian, Founder, 5WPR 

Sales and marketing are innately dynamic. This dynamic nature requires that organizations in every industry keep abreast of steadily changing trends. Timing is key in marketing. An organization that’s dependent on last year’s sales and marketing blueprint will lag behind its innovative competitors. 

So let’s go over trends that forward-thinking organizations should embrace in 2020. 

High-Quality Content 

B2B content converts. In fact, according to “The Future of B2B Content 2019” report, 98% of B2B marketers surveyed stated that they believed content performed well enough to justify its cost. 

On the same note, the report indicated that 65% of the B2B marketers surveyed stated that website content topped in attracting and engaging existing clients. 

All content isn’t created equal. Determining the type of content that’ll draw in clients and engage existing ones is key to B2B marketing success. To improve conversions and grow their brands, B2B marketers should create content that has purpose and substance. 

B2B marketers should also figure out what their visitors look for. By analyzing website traffic and industry expertise, they can create high-quality content that offers invaluable insight to busy professionals. 

Single Customer Views 

As entrepreneur Hamed Wardak noted, “Marketing automation will be important for B2B organizations in 2020. However, not all marketing automation strategies are equally effective. Hence, B2B organizations should consider Single Customer View (SCV) to create effective marketing automation systems. So what’s an SCV? A single customer view is an aggregation of data that an organization has on a particular client, presented in a manner that gives a clear overview of their specific data.” 

It allows B2B organizations to create a customer profile so they can get clarity on customer insights. 

Sending effective B2B marketing campaigns requires organizations to understand their customers. An SCV helps organizations create personalized and powerful use cases: like granular segmentation of an organization’s audience, and automated and personalized customer journeys. 

By implementing SCVs, B2B organizations can increase conversion rates, drive business referrals, and increase client retention and brand loyalty. 

Chatbots 

Every industry has unsung heroes. In marketing, customer service representatives fall into this category. They deal with all types of clients. However, customer service representatives can only deal with one caller at any given moment. This creates a manpower challenge for B2B organizations, in 2020 and beyond. To overcome this challenge, B2B companies should consider the adoption of chatbots. 

What are Chatbots? Chatbots are software designed to mimic human-to-human conversations. They’re built to assist businesses to automate communication with customers. 

Artificial-intelligence-powered chatbots enhance lead generation and qualification. Specifically, chatbots on an organization’s website provide personalized user experience by asking qualifier questions. This helps qualify leads, saving a sales team’s time. 

At the same time, chatbots simplify data mining. Data volumes in B2B organizations are high. Thus, the lack of effective data mining can affect the identification of qualified leads. However, AI-powered chatbots easily automate data management, and map-out data based on an organization’s needs. So implementing a chatbot strategy can increase a B2B organization’s close rates, web traffic and engagement, conversions of leads, and cause revenue increases, in 2020 and beyond.

About the Author: 5WPR Founder Ronn Torossian is one of America’s most noteable Public Relations executives.