Council Post: 16 B2B Tech Marketing Trends On the Rise In 2020 | The MarTech Alert |
6. Intent Signals: We are doubling down on intent signals, using search analytics to guide our prospecting and digital advertising spend. We are fishing where the fish are biting. No more standing on the dock waiting for the fish to swim past (our website). Data-driven ads and outreach are increasing connections, meeting setting and hopefully downstream conversion. - Andrew Kokes, HGS

7. A Focus On First-Party Data: Many of the leading business-to-business technology companies are placing increasing importance on cultivating direct marketing relationships with prospects, as opposed to buying leads from third parties because of changing regulation (GDPR, CCPA, etc). As a result, B2B technology companies are investing more in developing their own tech stacks that are integrated cross-channel with DMPs and CDPs. - Brian Lee, Unleash Your Identity

9. Increased Focus On Data Privacy: There is probably no bigger shift happening in marketing (both B2B and B2C) than the continuously evolving data privacy landscape. B2B marketers are used to leveraging a lot of customer and prospect data in their campaigns, but new regulations are forcing companies to take a hard look at the data they collect and store. Marketers need to pay close attention to how this impacts their capabilities. - Tom Wozniak, OPTIZMO Technologies, LLC

12. Heavily Personalized Communications: Your potential clients and customers have unique personas, identities and preferences; treat them that way. Make sure to go beyond simple variables in your communications. One of the reasons our company keeps heavily investing in our employee benefits virtual assistance is its ability to hyperpersonalize communication at scale. Design your communications for an audience of one. - Rick Ramos, HealthJoy