B2B marketing: The truth behind the trends for 2013–Part II


Last week, I judged the validity and value of the first ten of Hubspot’s “20 Marketing Trends and Predictions for 2013 and Beyond.”

This trend report covers the issues that marketers are being encouraged to pay attention to and incorporate into their planning for 2013. Here is my take on items 11 through 20:

Good Information

“Email Lives On”
This prediction promotes that email will become “less batch and blast” and more personalized. That’s good, as the more any message can be personalized the more effective it will be.

“Marketing Technology Evolves”
I hope this prediction is correct. One point promises that marketing solutions, ROI measurement, etc., will become more integrated so marketers can get a true picture of what’s working and what is not.

“Content Crowdsourcing Grows”
Leveraging viral content created by prospects and customers adds an interesting and possibly money-saving resource to the B2B marketing tool chest.

“Marketing Gets Gamified”
Not sure about the product placement possibility mentioned in this prediction; however, making content more sticky by adding some entertainment value to it is just the tactic today’s B2B marketers need to stand out and get attention.

Nothing New

“Marketing Speaks Like a Human”
This trend implies that, because of social media, marketers can start talking to their prospects as one human to another. Speaking to buyers in a one-on-one tone, based on the buyer’s individual wants and needs, has always been a hallmark of successful target marketing.

“I’ll Take Some Content Curation, Please”
The creation of more targeted and compelling content has been and should be a line item on every B2B marketing budget.

“A Picture is Worth 1000 Words”
This point refers to the hot new picture posting sites on the Web such as Pinterest. However, since the above phrase has been recognized as an old Chinese proverb, it’s safe to assume that there’s nothing new about value of pictures. How effective these sites can be for B2B marketers remains to be seen.

“Context is Content’s New Best Friend”
There’s nothing new about choosing content, messaging, channels and placements based on the profile and past behavior of prospects and customers. It’s always been and will always be a best practice.

Don’t Believe It

“Inbound, Not Automation, Becomes Priority”
I disagree with the premise that automated marketing is, overall, a failure. I agree that many companies do not put in the strategy and follow-through necessary to make automation work as it should. But automating contact with prospects and trying to move them through the buy cycle based on their past actions is still better than not following up at all. Inbound marketing does not replace this on any level.

“Outbound Marketing Loses Traction”
This claim begins with these stats: “Mass marketing gets a 2% response rate, if you’re lucky. Inbound marketing, on the other hand, can produce conversion rates 10X higher or more.” This is playing with math, as it does not compare response rates or conversion rates. If done right, responders to outbound marketing effort also have high conversion rates. B2B marketers that eliminate outbound efforts to generate qualified leads will be out of work soon.

Technology and channels continue to grow and change. But integrated strategies and best practices will keep B2B marketers on top of those trends regardless of the changes.

Share

1 Comment

Other Links to this Post

  1. BizSugar.com — December 13, 2012 @ 11:28 am

RSS feed for comments on this post. TrackBack URI

Leave a comment

 

WordPress Themes