Karina Collis

B2B Marketing
in 2021

By Karina Collis, March 2021

In the current year, the global technology industry is anticipated to have a value of five trillion US dollars. However, 2021 will require you to stand out amidst the fierce competition.

Most if not all companies are in pursuit of recovering the losses made in 2020. So, does this insinuate that there might be a need to incorporate new marketing strategies?

Enforcing new marketing strategies may be an ace up your sleeve. Whereas, sticking to old marketing strategies may cause more harm than good. Thus, keep reading on to understand the key strategies that might be of benefit to you.
Two overlapping circles, one with blue colour, the second one showing someone working

Diversity Will Be a Key Consideration

2020 was one of the pioneering years in the fight against racism. Movements such as Black Lives Matter fought for their cause and mobilised a great number of individuals. Their fight for empowerment and inclusion contributed to a shift in the market.

Customers have become insistent on an inclusive environment. Their argument is, inclusion makes them feel as if they are associated with a compassionate organisation. Failure to this, you stand a chance to lose a large percentage of your customers to your competitors.

In the words of Josh Bersin, companies that embrace diversity and inclusion in all aspects of their business statistically outperform their peers. Therefore, diversity needs to be among the top marketing strategies of your organisation.

Hosting Virtual Events

Virtual events are the new norm. The digital shift enforced by the coronavirus pandemic has become incorporated into our daily lives.

Virtual events are estimated to have an advancement percentage of 23.2%. Mainly between the years 2020 to 2027. Hence, maximising the opportunities created through virtual platforms will be beneficial to companies.

The budgets for these events are pocket friendly, creating room for minimisation of financial resources. The channels used during these events are more effective in customer engagement; allowing customers to learn more about the goals, strategies, and solutions of a company. Therefore, these events are more appealing to customers.

Making Use of Videos

Videos are among the top four most utilised content marketing types. Channels such as YouTube and Facebook are used by the majority of video marketers. 93% of companies have testified to getting a new customer because of a video they posted on social media.

They have also proven to greatly promote customer outreach. Case in point: Posting an Instagram Reel about why you are the go-to company for a certain product. This has a high chance of driving traffic to your Instagram page, especially when the Reel appears on the Explore page of most of your target audience.

Keep in mind that, most applications are now incorporating a platform that makes it possible to post these videos. These applications include: TikTok, Twitter, LinkedIn, and so forth. Sincerely speaking, would you fail to jump on such a golden opportunity?

Reliance on Artificial Intelligence

Artificial intelligence has and will continue to make a breakthrough in marketing. To be precise, it serves the interests of both the company and the customers. The speed at which AI works makes it possible to attain goals within the set timeline.

Representative case: incorporating features such as the chatbot on your website will promote customer engagement. This will in turn have a positive effect on the customer because the bots operate on a 24/7 basis. On the other hand, push notifications keep customers informed because they send key messages to customers often.

Consider that artificial intelligence features make it possible to get well-informed insights and accurate data analysis. Maximising its beneficial impacts will increase the success chances of your marketing strategies.

Proper Utilisation of Content Marketing

There is no doubt that content marketing is a key player in successful marketing. Particularly, when customers read content that answers the majority of their questions. It includes:
  • Blogging
  • Emails
  • Infographics
  • eBooks
  • Podcast

Excellent content with relevant information elevates credibility. In turn, loyalty and trust are maintained, which promotes customer retention. This makes your organisation command respectable authority within the technology industry.

As spelt out by Marketingprofs, good content is not storytelling. It is telling your story well.

Taking Advantage of Live Streams

A 49% revenue growth has been realised among companies that utilise livestreams. The reason being that they are less costly to make. Also, they have a wider outreach.

Live streams offer a chance to dispense authentic content to your customers. This draws your customers' attention to the information being passed on during the Live Stream. While they are glued to your stream, they are also able to interact and provide immediate feedback.

Prioritise the need for your team to learn how to use Live Streaming applications such as: Vimeo Livestream, Facebook Live, Twitch, Periscope, and Dacast. This will undoubtedly work in your favor as livestreams become habitual.

Is Branding 2021's Reserved Marketing Strategy?

Companies have become so focused on having a digital presence. Consider that the world accommodates you for fitting in, but only rewards you for standing out. For that reason, how does one stand out?

Powerful branding makes you a key player in your industry of expertise. Being in such a position creates an opportunity for you to influence customer behaviour, trends in the industry and be able to withstand turmoil.

Just as loyal users of Apple products stand in line to get the newly released models, doesn't your organisation's presence deserve to be felt similarly?

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