Top Trends That Will Drive B2B Sales in 2019

The year is quickly coming to an end and B2B marketers are setting their sights on ways to improve sales for 2019. It shouldn't come as a surprise that digital advertising has become one of the most important, and lucrative forms of advertising these days. Just a few years ago, marketers spent $170 billion on digital ads and it's estimated that spending will exceed $330 billion by 2021. Capitalizing on this trend now ensures marketing success in the future. Here are 5 trends that will drive B2B sales in 2019 and beyond:

1. Mobile-First Design

Mobile devices have become the tool of choice for users to search the web both for personal and business reasons. In order to provide visitors with the best possible experience, Google has changed the way that websites are indexed. Rather than relying on the desktop version of a page to determine its relevance to a query, Google's mobile-first indexing focuses on the mobile version. Googlebot uses the smartphone agent to crawl and index pages to deliver the most appropriate search results. Ranking high on Google's search pages from here on out will be strongly dependent upon how mobile friendly a site is.

Here are some of the best practices for mobile-first indexing:

? Populate the mobile site with the same content as the desktop site.

? Include alt-tags on mobile images and videos to ensure they're crawlable and indexable.

? Ensure structured data is present on both versions of the site.

? Consistently provide metadata such as titles and meta descriptions on both site versions.

2. Personalization 

One of the marketing industry's newest buzzwords is personalization. It's become a necessity in today's crowded digital landscape. More than 90% of B2B marketers say they realize the importance of delivering personalized, targeted content to their audience according to Dun and Bradstreet. It begins with data collection and analytics which give marketers insights into the behaviors and needs of their prospects and customers. Using that data to provide a personalized experience improves lead generation and increases conversion rates. 

Here are some of the major benefits of personalization:

? Easier Path to Conversion - Pre-populating form information for returning visitors encourages follow-through and improves information accuracy.

? Improved Email Performance - Personalized emails with relevant content personalization based on the recipient's behaviors and actions improves the odds of the email being read rather than discarded.

? Increased Site Time- Personalized content based on the visitor's needs and interests increases the time they are willing to spend on a website which results in an increased probability of a conversion.

? Builds Trust and Loyalty - Personalized content shows visitors they are valued, and in turn, they find more value in the company. It's the basis for turning a prospective buyer into a loyal customer and advocate.

3. Chatbots as Customer Service Reps

It doesn't matter what a business's office hours are anymore because the internet never sleeps and customers demand round-the-clock service. Business owners and their staff can't be available every minute of the day, but a chatbot can. AI technology makes it possible for customers to interact with a brand anytime it's convenient for them. What's more, it's a faster, more accurate, and more cost-effective customer service solution than hiring 24/7 human customer service reps.

Key Benefits of Chatbots for B2B Businesses:

? Chatbots provide a unique, personal experience for customers and prospects at every stage of the buyer's journey.

? Chatbots are a direct avenue for people to interact with a brand by way of tailored content specific to their interests and needs.

? Automated chatbot responses help customers solve problems or overcome challenges they face in using the company's products and services.

? Chatbots provide information to customers who are in the process of determining which solution best fits their needs.

4. Video Will Overtake Other Forms of Content

It's no secret that video has become the most popular form of content online among consumers, but B2B customers are also embracing video at an increasing rate. According to Google, a full 89% of B2B researchers prefer video to help them make important buying decisions. It's vital, therefore, for B2B companies to produce videos that target their ideal customers at each stage of the buyer's journey.

Some other Google insights to keep in mind about B2B video marketing are:

? Around half of all B2B researchers are millennials (18 - 35 year olds) so it's important to speak their language in order to appeal to them directly.

? C-suite executives aren't necessarily the only ones who make important buying decisions. While the C-suite might have the final say in purchases, they are heavily influenced by employees opinions.

? Around 70% of B2B researchers begin with a generic search term for their research. It's imperative for B2B companies to offer generic information first and worry about branding later.

? Videos aren't just a tool used to make a final purchase decision. In fact, researchers turn to video at every stage of their journey from awareness through to the decision stage.

5. Automation Will Become More Widespread

B2B businesses already heavily rely on automation to streamline their workflows, improve efficiency, and increase productivity. That trend will continue through the upcoming year and well beyond. That said, there are still some B2B marketers that aren't taking full advantage of the opportunities that automation offers. Those that fail to jump on board the automation train will find themselves at a severe disadvantage compared to those who embrace automation tech.

Here are just a few of the reasons B2B companies should embrace automation:

? Social media is becoming a vital component of B2B marketing and automation tools are essential to achieving success. It has a multiplying effect on the marketing efforts of teams no matter where in the world they're located.

? Email automation helps B2B marketers create more sophisticated funnels that incorporate dynamic data. It's also scalable which makes it vital for a growing business. 

? Workflows are becoming increasingly complex to develop with the proliferation of big data. It's impossible for humans to collect, analyze, and interpret the huge volume of data available. Automation, on the other hand, quickly and efficiently accomplishes these tasks.

Conclusion

Marketing for B2B businesses has changed dramatically over the last few decades and there's no doubt that it will continue to evolve. In the current environment, it is critical for B2B companies to create a mobile-friendly online presence in order to capture the attention of their intended audience. It doesn't stop there, however, it's also about creating personalized experiences, using chatbots to perform customer service duties, and creating compelling videos. Using automation to perform important tasks helps improve reach and engagement while also streamlining processes and improving efficiency and productivity. It's wise for B2B companies to take heed of these trends, or risk being left behind.

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Don Dodds is the founder and managing partner of M16 Marketing, an award-winning web design and digital marketing firm based in Atlanta. On average, companies who work with M16 increase their conversions and/or revenue by more than 250%. The company partners with forward-thinking startups, small businesses and major brands helping them to Achieve Sustainable Success?.