This Year’s Top Priorities for B2B Content Marketing and Marketing Automation

An article about 

Marketing Strategy

 by 

Ian Kirk

 for 1827 Marketing

What’s On B2B Marketer’s Minds

Every week 1827 Marketing publishes an article on content marketing, marketing automation, marketing strategy, online advertising or some other aspect of B2B digital marketing.

Looking back over the ten most popular pieces from this year, it’s clear that three strategic priorities are top of mind for B2B marketers. These topics will continue to shape how business and professional services organisations market themselves in future.

1: b2B OMNICHANNEL Marketing

Omnichannel marketing is increasingly significant for B2B marketing. It’s part of a general trend towards delivering consumer-level marketing experiences in a B2B context. Keeping up to date with the latest features of LinkedIn is always important to B2B Marketers. We have compiled a special collection of our LinkedIn articles to help people to stay up to date with how this platform is evolving from business social network to a sophisticated business marketing tool.

Besides keeping up to date with new LinkedIn features that boost brand presence, finding out what LinkedIn Newsletters have to offer, and how to generate leads with LinkedIn Inmail, our audience is more aware than ever of the move towards omnichannel B2B marketing .Business marketers are exploring options for B2B live streaming success and even considering how B2B organisations can take advantage of Pinterest .

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2: B2B Customer journey and Experience

B2B Marketers continue to focus on customer journey and customer experience. Understanding the roles that different stakeholders play in the decision-making process, and considering how different team member influence purchases is crucial, especially when selling professional services. We think that’s why our article, How Stakeholder Analysis and Influence Mapping can Streamline B2B Sales has been so popular this year.

Knowing who you’re selling to and how they make decisions is only part of the story. It’s important to think through the role that different forms of content can play at different stages of the buyer journey. That’s why so many people are turning to our article on how to rethink B2B case studies so that they provide the most relevant information, at the right moment, in the right format to suit a potential B2B client.

3: Creating a strategically aligned marketing organisation

Lastly, B2B Marketers appear concerned with strategic and organisational alignment. There’s strong interest in bringing sales and marketing closer together for stronger lead generation, and a greater awareness of marketing’s role in building a future-ready B2B organisation by bringing customer perspectives into the boardroom and by contributing to digital transformation.

Overall, it seems that B2B marketers are driving towards building highly capable organisations that can address the diverse needs and priorities of multiple stakeholders over the course of often quite complex customer journeys, delivering highly relevant experiences through whatever channel works best.

2022’s Most-Read Articles from 1827 Marketing

These are the ten most popular articles out of everything we published this year.

Methodolology

For this analysis, we focused solely on articles that were published in 2022. Of course people are still reading articles that we wrote before then, but we wanted to use this opportunity to really understand what’s resonating most out of our most recent content. All of our most recent articles can be found in the Smart Thinking section of our website.

We conducted our analysis at the end of December 2022. Obviously an article that was published in February might have had more readers than one that was published in November simply because it has had more time. To make things fair, we calculated the number of views per day each article had since it was published. That way, a recent article with fewer total views than an older article would still qualify as more popular if it had more views per day for the time that it has been available.

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We’d love to hear from you if you’re interested in any of the topics raised here and how they might apply to your business.

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