Sound business strategies are always informed by what’s happening on the ground. Good marketers should make it a habit to keep updated with relevant data in order to craft an effective marketing plan. Much like the interaction between seller and buyer in a retail POS system in Canada, this article takes into account the interaction between several players. These stats will give you an idea of the trends happening in 2021!
1. Businesses are the most trusted institution for information in 2021
The business sector edges out government, media, and NGOs as the most trusted institutions for information in 18 of 27 countries surveyed by Edelman for its 2021 Trust Index. This is a good sign which content marketers should take advantage of. Businesses can provide credible insight and guidance amidst growing distrust brought by disinformation and uncertainty in local and world affairs.
2. B2B buyers read a reported 13 pieces of content before making a buying decision
Of the average 13 pieces of content that a buyer reads, eight are from the vendor while the remaining five are third-party sources. While internet search is still an important resource for buyers, the majority still rely on getting content directly from vendor websites. It’s clear that content factors a lot in decision-making. An effective SaaS SEO expert can help prop up a vendor website so that it would be more visible for buyers.
3. 88% of marketers say collecting first-party data is a priority in 2021
Merkle’s 2021 Customer Engagement Report reveals that marketers will be relying more on first-party data in crafting their content strategies this year. Nothing can quite compare to the insights that one can draw directly from your own customers and their experiences. Using “zero-party data” is also on the rise, according to the report, which includes “transaction intentions, preference data, personal context, and what the customer thinks about the company.”
4. 56% of B2B businesses conduct their marketing activities in-house
In 2020, a survey was conducted among B2B marketers in the United States about where content is produced in fulfillment of their marketing plans. The survey found out that more than half, or 56%, of the responding B2B businesses conducted their marketing activities in-house. 38% both outsource and carry out tasks in-house, while only six percent outsource tasks.
5. Mobile device usage rose dramatically in 2020
With everyone sequestered at home, it comes as no surprise that mobile adoption significantly rose the past year, even surpassing live TV. The most used social networking app in 2020 is not what you would expect. It’s TikTok, followed by Facebook, WhatsApp Messenger, Instagram, and Facebook Messenger. Most of these apps though are used in B2C marketing but with their popularity and traction, marketers could expand to B2B.
6. Half of B2B marketing teams outsource at least one content marketing activity
Around 50 percent of respondents, in a survey sponsored by Sitecore, outsource at least one of their content marketing. The most common activity that is outsourced is content creation. Outsourcing can be a good way to decongest workload but the quality of the output shouldn’t be compromised. It’s important to scout for content creators who meet the standards of your company. On the side of the business, you may ensure that all things are prepared to provide vital resources, support, and other systems with the help of a reliable materials handling system.
7. Brands are using Instagram Stories more than ever
In its 2021 Instagram Stories Benchmark Report, Rival IQ notes that Instagram Stories is a fast-rising channel among B2B brands. The trend is clear! The adoption and the amount of time people spend on the platform is growing which should not be ignored by marketers. The report also recommends to “focus on creating a few really engaging, dynamic frames to start off your Story. If your brand can hook viewers early with great content, it’ll improve your retention and turn your followers into fans.”
8. 4 in 5 B2B leads from social media come through LinkedIn
An analysis of more than a thousand posts from several social media platforms conducted by Oktopost reveals that about 80.33 percent of B2B leads were through LinkedIn, followed by Twitter (12.73%) and Facebook (6.73%). In terms of effectiveness, LinkedIn also led the pack among B2B marketers with Twitter and Facebook again trailing behind.
9. Most B2B marketers say the pandemic had a meaningful impact on their strategies
A study by Content Marketing Institute and Marketing Profs looked at how businesses responded and adapted to the pandemic brought about by COVID-19. Overwhelmingly at 70%, the respondents answered that the pandemic had an impact on the content they produced. Marketers had to change their targeting or messaging strategy. This was followed by adjustment in the editorial calendar (64%) and change in distribution or promotion strategy (53%).
10. Between February and March 2020, the number of B2B brands offering webinars grew by 36%, from 245 to 332
The coronavirus outbreak prevented a lot of physical events from happening. B2B brands in the United States had to shift from holding live events to conducting webinars instead. According to Statista, from February to March 2020 alone, businesses offering webinars increased by 36%, from 245 to 332.
11. The top barriers to creating great B2B content are workload and changing priorities
Workload and changing priorities were cited as the most significant barriers in producing great content by more than 100 B2B marketers in a survey by Radix Communications. But they also pointed out that interference and resources are a “big problem” than workload. The same research also finds that “B2B marketers who can’t talk to customers are 27% less likely to be happy with their content’s business results.”
It is clear that there is a lack of trust among traditional institutions that people are looking towards businesses, there is unprecedented growth in mobile and social media usage, and that the pandemic has created both challenges and opportunities in content planning. The numbers are only confirming the current realities that B2B content marketers are facing. May the surveys and studies mentioned above help you gain more insight on how to navigate the ever-changing digital marketing landscape.