1. The rise of AI and robots
According to a study by Gartner “Predictive analytics and cognitive systems will gain momentum.” This means we can expect automated processes or internet bots to take over some of the more menial tasks so they don’t fall onto human employees’ shoulders.
The aim is to improve productivity, which has been hindered by data security concerns in recent times that have made companies reluctant about employing new technology such as cloud computing services. But we’ll see a turnaround in this trend during 2015, with businesses becoming more willing to embrace new technologies and invest in the cloud.
2. Content marketing becomes key for lead generation
Thanks to its effectiveness and ease of use, content marketing is becoming increasingly popular among B2B companies. This approach involves creating or curating valuable, relevant and original material such as articles, videos or infographics that will appeal to potential clients and add value to their day-to-day activities.
A recent Forrester report concluded: “Content marketing is the only marketing tactic proven to drive significant increases in both traffic and revenue.” As a result, we can expect businesses to be much more thoughtful about content creation throughout 2015.
Constant content updates will be necessary to attract and engage new clients – a report by DemandGen found that marketers usually produce three pieces of content per week. And quantity is unlikely to matter much, as long as the quality is high enough to make it worth sharing on social media channels.
3. Sales teams adopt a consultative approach
It’s predicted that 2015 will see “the emergence of the customer-led selling model”. This means B2B sellers will become more like consultants who focus on solving their client’s problems rather than simply trying to convince them to buy something they don’t really need.
Customer education therefore becomes key in this model, where businesses provide enough information prospects can weigh up their options correctly. According to one report “the consultative approach can inspire trust and confidence among prospects who will be more likely to enter into a long-term engagement with their vendors.”
4. Sales technology takes on greater importance
The Internet of Things (IoT) is expected to become more commonplace during 2015, which means sales people and marketers will need the right tools so they can interact with devices and track data in real time. It’s no longer an option for businesses to manage everything manually as there has been a huge rise in the number of devices using cellular networks that transfer information back to HQ.
This also means we can expect many B2B companies to develop apps that allow employees access customer details on their smartphones wherever they are. And when it comes to CRM software you can expect the uptake to increase too, with one report concluding that in 2015 “mobile CRM will give companies deeper access into their customers’ activities in real time.”
5. The marketing role becomes that little bit more complex
Over the last few years there has been a growing demand for marketers to work closely with other departments in B2B companies, particularly sales and IT. The result is that we’re seeing an increased number of people taking on hybrid roles and responsibilities – and this trend is likely to continue into next year as marketers become even more intertwined with their colleagues.
This collaboration between teams means new positions such as chief officer (CDO), chief innovation officer (CIO), vice president of product management (VPPM) and vice president of digital marketing (VDM).
Each role is designed to help businesses become more efficient, innovative and client-focused. And as 2015 progresses we’ll see the B2B market become increasingly competitive, which will force companies to adapt their approach if they want to maintain a strong position in their industry.
