B2B digital marketing trends are shifting from email marketing to more social and mobile-friendly strategies.
The B2B digital marketing landscape is changing, and it’s time to take notice.
In this guide, we’ll look at the latest trends in digital marketing — including why marketers should consider investing in video content, how social media can help grow your business, and how to make sure your website is mobile-friendly.
B2B Digital Marketing Industry
In the last decade, the B2B digital marketing industry has seen a lot of change. Marketing automation tools like Salesforce, HubSpot, and Marketo have become commonplace, and email marketing has become more sophisticated.
As a result, we’ve seen a shift in how B2B marketers use email as a channel. Research from DMA shows that 73% of marketers say email is “more effective than ever” for lead generation.
But there’s still room for improvement when it comes to B2B email marketing best practices. According to another study by DMA, only half of the marketers are using personalized content in their emails — and less than half are using behavioral triggers, too.
So what does all this mean? It means that while email marketing may not be dead yet (despite what some would have you believe), there are some new trends that you should be aware of if you’re still sending emails off into the void with no intention of following up or even tracking their effectiveness.
Is Email Marketing Dead
Email marketing is one of the most effective ways to build a relationship with your customers. But it can also be one of the most challenging channels to master.
For many online businesses, email marketing has become an afterthought. They’re not sure how to create compelling content, they don’t know what their target audience wants and they have no idea how to convert those emails into sales.
If you’re struggling with email marketing, here are some of the biggest mistakes we see companies make:
- Not segmenting their lists
- Failing to follow up with leads who didn’t open or click their first email
- Not having a clear call-to-action (CTA)
Email is Dead, Right?
Is email marketing dead? Well, not exactly. Email marketing has changed a lot over the years, but it’s still an incredibly effective way to reach your customers and prospects.
If you’re doing email marketing wrong, though, it can be a waste of time and money. Here are some common mistakes people make when using email to market their businesses:
Not segmenting your list — Even if you have an unlimited email list, you should still be segmenting it into groups based on interests or behaviors so that you can send different types of content to different types of people. This will help you connect with them better and increase engagement.
Sending too many emails — Sending too many emails can be annoying for your subscribers, especially if they’re all coming from the same sender. Send one or two emails per week at most (and even less if possible).
Using automated templates — Automated templates are fine for transactional messages or newsletters sent to everyone on your list, but don’t use them for promotional emails unless you know what you’re doing! If you want to improve response rates and open rates with sales copywriting, check out Copy Hackers’ blog post on how to write great subject lines for email campaigns.
