AI’s Impact on B2B Marketing, Rising Trends Among B2B Buyers, and More
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In this week’s edition:
Experts say that utilizing AI to generate content at a faster pace may not lead to increased consumption, but rather result in decreased performance. The reason is simple: today’s market is already saturated with content. The true potential of AI in B2B, as industry players argue, lies in its ability to serve as a “sense maker” for marketers—helping them gain more profound insight into their audiences so that they can craft content that aligns with individual preferences.
?? More B2B Buyers Turn to Social Media, Mobile Apps to Research Suppliers︱Marketing Charts
The impact of social media and mobile apps on the buyer’s journey is undeniable. Recent research indicates that B2B buyers now turn to social media posts (20%) and mobile apps (18%) to research and evaluate potential suppliers. These findings not only highlight a rising trend among buyers but also emphasize the importance of adeptly utilizing modern digital platforms to orchestrate excellent B2B buying experiences.
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?? Owning Your Career As a B2B Marketer︱MarketScale
Stay open to learning every day. That’s the key advice seasoned experts offer to marketers who aspire to build successful careers in today’s fast-paced world of B2B marketing. Professionals emphasize the importance of pushing boundaries, taking risks, and experimenting. They also stress the need to make marketing more easily understandable for clients.
A recent report by LinkedIn suggests that B2B tech marketing struggles to resonate with a vast majority of buyers. Yet, fortunately, there are ways to prevent B2B tech marketing from falling flat. Two key trends that can help B2B tech brands stand out and build stronger connections with their buyers are content creativity and being brave with branding.
Despite the growing emphasis on modern platforms, email continues to play a crucial role in B2B, serving as the primary channel for generating B2B leads. Email is widely regarded as an invaluable tool in any marketing strategy due to its powerful ability to personalize communications. Another important benefit of utilizing email is, as highlighted by industry pros, achieving measurable marketing outcomes.