1. Content marketing strategy is more important
While many brands understand the effectiveness of content, some are jumping in without a strategy. This could prevent B2B companies from attracting the most relevant leads.
2. Marketers hate trade shows
Once a gold standard for lead generation B2B marketing, employees are tired of promoting their brands at trade shows, according to CMSWire. The article cited a Forrester statistic that said approximately 30 percent of B2B companies are cutting their budgets for this activity to make room for new marketing techniques. Although personal interactions are important for building relationships with prospects, trade shows are typically expensive and the sales cycle can be lengthy.
3. Tell a story and use humor
If the recent Super Bowl was any indication of what works in marketing and what falls flat, B2B brands should take notice and ensure they have a story, Customer Think stated. Marketers also shouldn't be afraid to be entertaining. Content marketing is highly effective in this sector, but leads don't want to read pages of dry material about different software options.