B2B Marketing Trends: What to Expect in 2015

Clients Make Bigger Content Investments

More and more companies will continue adopting contentmarketing in 2015, with budgets for this area expected to riseincrementally. With brands evolving into publishers, the need forcompelling content that is adaptable to different platforms, andwritten to the tastes of narrowly targeted personas, has neverbeen more important.

Personalisation Becomes Micro-Targeting

With increased focus on user interaction with content, marketers must ensure this content is as relevant & personalised as possible, in order to increase both the length of time spent on website, as well as ultimately sales. Creating effective one-to-few engagements for successful micro-targeting, requires greater investment in technology to dive deeper into your data.

Data Becomes the Lynchpin For All We Do

The amount of spending allocated for the monitoring of customer interactions with a company, is

expected to rise by 60% in 2015. In addition, the use of marketing

automation technologies is expected to grow by 50%, further indicating a far greater reliance on marketing data than ever before.

Smarter Thinking Applied to Paid Placements

2015 will see greater dependence on mixing paid & owned media to boost content distribution & consumption. With this, bigger investments must be allocated to paid or sponsored placements, whether that be posts, promoted tweets, SEM, banner ads or retargeting, in order to engage those hard-to-reach B2B customers.

“Old School” Makes a Comeback

There’s no doubt that digital marketing tactics are here to stay, but what’s interesting is that as attention spans shrink in what can

only be described as an era of information overload, traditional tactics are starting to make a comeback. Granted, many never

went anywhere in the first place, but what the marketing landscape has started to experience is an increase in the use of ‘high quality’ print, particularly within direct marketing efforts.