4 Predictions for B-to-B Marketing in 2013
It's that time of the year when observers can't resist making predictions about developments on the horizon. I hereby take up that tradition, offering up four random prognostications for where B-to-B digital marketing is headed in 2013. My topics include Facebook, content marketing, personal branding and data hygiene—certainly an eclectic mix. I encourage readers to add their own.
Facebook Is Ready, At Last, for the B-to-B Prime Time
It took a while, but Facebook (FB) marketing is now ready for mainstream B-to-B, in support of branding, lead generation and customer relationship marketing goals for enterprises of all sizes. There are several reasons for this—FB's universality being one of them. But the critical driver is the recent arrival of the Facebook Exchange (FBX) ad platform, which will allow banner ad bidding and retargeting to specific individuals, based on data matching.
So, while I used to argue that Facebook should be at the bottom of a B-to-B marketer's to-do list, I am revising my view for 2013. Talking to my pals at Edmund Optics, where I serve on the board of directors, I am hearing confirmation of these developments. Edmund's target audience is optical engineers and others interested in science and technology. Years ago, I would have advised them to ignore FB and focus on more targeted social networks.
But now, EO has turned its Facebook page into an effective environment for engaging these guys, with weekly "Geeky Friday" offers, and the enormously popular Zombie Apocalypse Survival Guide at Halloween, where engineers were invited to design zombie-blasting tools using Edmund products. Facebook is now a top referring source for EO's website, up 60 percent from last year. I stand corrected.
More and Better Content
B-to-B marketers were early to the content marketing game. In fact, I would argue that B-to-B has been a leading force in this area, in recognition of the importance of prospect education and thought leadership in the complex selling process. B-to-B marketers will continue to excel at creating valuable materials—digital, paper-based, video, you name it—to attract prospects and deepen relationships.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.