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Top B2B Marketing Trends for 2016

With 2015 drawing to a close, for B2B marketers it’s time to look ahead at what 2016 has in store, and which concepts we’ll be investing in.

With the world of B2B marketing changing rapidly from year to year, it’s increasingly important to keep on track of evolving trends, as well as considering the new tactics and concepts making their way onto the radar.

Take a look our top 5 suggestions to stay ahead in B2B marketing in the New Year.

  1. Customer experience is key

With audiences becoming more and more influenced by their customer experiences, it is hugely important to ensure that B2B marketers anticipate and deliver an excellent personalised experience in order to “sharply increase their lead in the market”. The key is finding a way to apply this initiative to provide a seamless and consistent experience.

  1. Email marketing will see a resurgence

The death of email marketing has been predicted for a long time, however, in 2016, we will to see a resurgence. The notion that email is dying is an inaccurate concept – in actual fact it is quite the opposite; 91% of B2B marketers who use email marketing describ it as “very or somewhat effective”. This is partly due to the huge increase in mobile opens – research carried out by Moveable Ink has found that 71% of total email opens in the UK during Q1 2015 took place on a mobile.

  1. Mobile optimisation is essential in 2016

In line with the above, mobile optimisation will be essential for B2B marketers in the New Year. According to a study from Marketing Cloud, 24% of marketers rarely or never use responsive design, which is potentially costing them a chance to reach almost a quarter of their subscribers.

  1. The popularity of podcasting and live streaming will grow

Video blogging, podcasting and live streaming have become more prominent in B2B marketing over the last few years, and in 2016, their popularity will steadily grow. Savvy marketers will use these tools to produce convenient, cost-effective and informative content.

  1. Apps will be incorporated into marketing strategy

2016 will see more B2B marketers incorporating apps into their strategy, for both on site and mobile. As an interactive, interesting and different way for companies to promote events and shows, as well as to highlight their products and services, apps will rise in popularity and usage in the next 12 months.

While we’re likely to see more top trends make a surprise appearance before the end of 2017, be sure to keep an eye on these predictions in the upcoming year.


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