The thing about marketing trends, particularly for B2B marketers, is that they change frequently. If you don’t stay on top of them, you risk missing out on serious potential for revenue growth and customer acquisition.
So what’s hot these days? What do you need to pay attention to and learn to embrace? Recently, I interviewed several industry leaders to see what they consider to be the most significant marketing trends happening right now.
We’re getting down to creepy levels of personalization
Just a few years ago, personalization in marketing meant customizing an email to address the recipient by name. Brandi Smith, VP of demand generation marketing at Uberflip, says we’ve come a long way since then. Account-based marketing (ABM) and technology are being used to dive deep into an audience base to deliver highly personalized content, especially for B2B marketers.
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Smith says, “We can creep their social profiles to see what information is hot and trending to them, we can look at their company’s annual reports, and look at the footnotes or just the content in general to find out what might actually be a key focus in a key directive for their business moving into the new fiscal year.”
It’s necessary, she says, to use tools like artificial intelligence in meaningful ways to create a personal experience without the customer feeling like the