Want to get ahead of the competition and plan for business success? Luckily for you, it’s the perfect time to start constructing your B2B marketing strategy for 2020.

Get up-to-date on the latest trends that will shape marketing in the months to come and, this time next year; you’ll be glad you did.

Why be responsive, when you can be proactive? Save time, money and resources, all the while enjoying the confidence that comes with a comprehensive marketing strategy. Take the first step in developing your B2B marketing for 2020 today, and you’ll be well on the way to achieving exceptional results.

1. Growing Prominence of Voice Marketing

Voice assistants are still in the early stages of development, first being introduced to the market when the iPhone 4s was released. That was back in 2011 and, as technology continues to advance, the opportunities presented by such devices are set to increase.

It’s estimated that by 2022, voice assistants will facilitate an impressive $40 billion in retail sales – and that’s in the United States alone. In fact, just one year later in 2023, it’s expected that this figure will rise to $80 billion globally. If you’re unresponsive to the building prominence of voice assistants worldwide, your business could be forfeiting the immense, undeniable benefits that many are already experiencing.

80% of consumers who have shopped using their voice assistant are satisfied.”

Voice marketing, as with just about every marketing approach, won’t be suited to everyone. Different businesses have divergent purposes, priorities and organisational goals, so their marketing strategy needs to be tailored to their distinctive circumstances.

As of current, consumers are generally more inclined to purchase products or services that aren’t overly risky using their voice assistant. For instance, users are comfortable purchasing relatively straightforward orders such as pizza or toilet paper but are more hesitant when it comes to buying a jumper or pair of shoes. Nevertheless, if your offering falls into the latter category, this doesn’t rule voice marketing out completely. While this is a notable barrier, there may be a way to make voice marketing work for you – if you’re willing to dedicate the time and resources required to do so.

While voice assistants do have their complications, there’s no disputing their significant growth in recent years. By 2020, it’s expected that 50% of all online searches will be conducted using voice search. In addition to this, the 2.5 billion voice assistants in use at the end of 2018 are forecast to skyrocket to 8 billion by 2023. If your marketing strategy doesn’t take this upward trend into account, you could be inadvertently disadvantaging yourself in what is already an incredibly competitive business landscape.

2. The Move Towards On-SERP Search Engine Optimisation 

Many companies see Search Engine Optimisation as a core component of their digital marketing strategy, which is hardly surprising when you discover the outcomes that can be achieved. In fact, when done right Search Engine Optimisation can drive a remarkable 14.6% conversion rate. It’s all about boosting your brand’s position in the organic search results, increasing your exposure and making your online domains more accessible.

However, a recent shift in the way users navigate internet browsers is anticipated to bring new challenges to light. In Google’s search results, the options shown are typically classified as either organic, paid or “no-click”. Between 2016 and 2018, the click-through-rate (CTR) for each category remained relatively similar on desktops, but this was not the case for mobile. During this time, the CTR for organic results on mobile devices dropped by 20%, while the CTR of “no clicks” increased by 20%.

So, what qualifies as “no-clicks”?

No clicks, or zero-click searches, are well-known versions of Search Engine Result Pages (SERPs). When Google’s algorithm perceives a site as particularly relevant, it will be shown at the top of the organic search results. Such websites are said to occupy position one and are typically located below paid advertisements, maps, featured snippets and the like. SERPs appear above position one in what’s referred to as position zero, satisfying user’s search intent without them needing to click any further. Thus, forging the names “no-clicks” and “zero-click searches”. These types of On-SERP SEO are designed to help users find what they’re looking for faster and include featured snippets, “People Also Ask” sections and more.

What does this mean for your business?

Purely optimising your website for organic search is no longer enough; even those who make it to position 1 are still being outranked. To maximise the traffic you receive from Google’s search results, you’ll need to focus on boosting your On-SERP SEO. There are various tactics that can be used to do this, these include:

  • Conducting keyword research and using your findings to construct highly relevant questions that you can not only answer, but rank for.
  • Analysing your competitors who are successfully securing featured snippets and the like, what are they doing?
  • Considering the structure of your text and how this impacts rankings. For instance, when it comes to featured snippets, lists are often favoured by Google’s algorithm.

3. Improved Strategic Use of Google Pay-Per-Click

Google’s text ads are relatively straightforward to create, with an abundance of companies in the B2B landscape launching campaigns of their own. This is, of course, driving up the competition and cost-per-click of popular keywords that numerous organisations perceive as valuable.

When using Google Ads, businesses pay-per-click. This means that each time a user clicks on their advertisement, they’re charged a certain amount. The particular cost of each ad will likely vary and is determined using a bidding system, where companies tell Google how much they’re willing to pay. Depending on this amount and the opposing bids of competitors, Google will then determine where and how often ads are displayed.

If a certain term is viewed as particularly valuable, leading organisations will likely push the top-end bid up to remain competitive. However, not every company can afford to pay more than $50 for each click on their advertisement, which adds a layer of complication for smaller businesses.

This is where marketers need to get smart, delving into common searches members of their target market with high purchase intent are likely to make, rather than purely focusing on terms that are obviously relevant. Conducting market research that reigns in on the way prospects search for offerings like yours is a great starting point. This involves looking into the problems your target market are trying to solve and establishing a deeper perception of their search habits.

By doing this, your business can avoid excessively stretching your budget, instead focusing on less competitive keywords that are still highly relevant and drive brilliant results.

4. Greater Role in Sales Enablement

The line between marketing and sales is becoming less defined. While these roles have typically been viewed separately in the past, there are now certain aspects which overlap. Thus, if you’re a marketer, your involvement in the sales process may be very well on the increase.

So, what does this mean for you?

Attracting, nurturing and converting leads is no longer enough. To achieve truly phenomenal results, marketers need to support prospects and existing customers through every stage of the customer journey. Going beyond consumers expectations and maintaining a meaningful, value-driven relationship with them even after they’ve converted in crucial.

“Acquiring a new customer is five times as expensive as retaining an existing customer.”

By nurturing existing customers who’ve already established that they do, in fact, have strong purchase intent, your business can achieve greater customer retention. Significantly, research shows that an increase in customer retention of as little as 5% can increase profits by up to 95%.

By improving customer retention, your business can boost loyalty, which often leads to more satisfied customers sharing their love for your brand with others. This generates referrals and, when a product or service is recommended to an individual by a friend, they are four times more likely to purchase it.

What you do post-purchase is more important than ever before. Thus, when developing your B2B marketing strategy for 2020, you’ll likely benefit from taking tactics that support ongoing, positive relationships with existing customers into account.

An Outlook on B2B Marketing in 2020 

The business environment continues to advance, but regardless of this, certain components of your existing marketing strategy remain just as important as ever.

If you’re not currently optimising your approach with these tactics, why not give some of them a try during the year to come?

Want to Find out More?

At the Lead Agency, our team are committed to providing exceptional marketing solutions and driving conversions for your business. Visit our website for valuable B2B marketing insights and details regarding the services we offer. Alternatively, get in touch with one of our experienced B2B digital marketing professionals to find out how we can help you with your B2B marketing for 2020.