What are the best ways to stay up-to-date on B2B media selection and mix trends?

For me it really has been 4 things: 1) Private online communities. These have really taken off since covid. My favorites are Exit Five, RevGenious & Pavilion. 2) Podcasts. Everyone has a podcast now, but some of them are really good. I listen to one every morning on the way to drop my daughter off at school and almost always come back with some new idea or learning. 3)Following industry leaders on Linkedin. Following peopel on linkedin also allows you to focus on your specific niche and skillset. 5) Follow d2c trends.. these literally just hit b2b 3 years later. If you want to be an innovator yourself, look ath what d2c is doing and think about how you can apply it to b2b.

You need to follow the thought leaders and the creators of that space to stay up with the B2B trends and market. Also, you can use tools like meta ad library, google trend, etc. They are easy and quick but yes, if you wanna follow and evolution or shift of trends then keeping and eye on creators works better.

I truly believe that LinkedIn is an amazing source for this. Their B2B newsletter is really useful and I often use a lot of the statistics and take aways there. A part from that, identifying some key people with Top Community Voice badges within B2B is another great way to stay on top of trends.

There a few lists floating around of industry leaders and influencers on Linkedin. If one cant be found for your vertical it is best to put in the manual effort and go out and make one. At each job I have made an influencer list in Notion database of folks I would like to follow and also have them understand and know what it is our company does. This creates an opportunity to expose them to your content on a regular basis as well as engaging with them and building relationships that are valuable.

Attending industry-specific events and webinars is a rich source of insights into the dynamic world of B2B media. These gatherings cover diverse topics like media planning, buying, measurement, optimization, innovation, and best practices. Engaging in these forums facilitates active participation, networking with peers and experts, and exchanging ideas, fostering professional growth. While some may require fees, many of these opportunities are free, ensuring accessibility for those eager to stay updated on evolving B2B media trends.

Learning from others is one of the best ways to improve your understanding of trends. I like to join slack communities, and whats app groups that have more of a private feel and folks are there to learn and not self promote.

You really need to start at the beginning with a good diagnosis of your market. Using research to understand what the market looks like in total. If you do a good job of understanding the market, you'll have an understanding of where they hang out, learn, and get news and information from. This will help you stay on top of the correct media and channels for your marketing efforts.