The upcoming year could hold many opportunities for B2B marketers, and companies looking to improve their marketing strategy may be the ones to surge ahead. Purchasing trends and marketing structures within B2B companies appear to be a few of the most important areas of change in 2013. As professionals look to adjust, they will have to keep in mind the external and internal affairs of their businesses.
Here are three big aspects B2B marketers can look for in the coming year:
1. Unsubscribe options
BtoB Magazine suggests that marketers give people the option of “opting down” rather than opting out of marketing correspondence completely. This allows for more control over the content they receive instead of pushing them to unsubscribe if they become annoyed, especially with email campaigns.
2. Marketing responsibilities shifting
As marketing and sales responsibilities begin to blur with lead generation and nurturing, companies should organize their priorities and designate roles for the coming year. Communication across channels will keep the business running smoothly and effectively.
3. Mobile marketing on the rise
Marketers should be aware that not only are more people interacting on their mobile phones, but the increase in mobile use and other integrated channels can change the way content is created and spread.