The Future of B2B Marketing: Embracing Change for Better Engagement

It's becoming increasingly clear that traditional B2B marketing forms are on the verge of becoming obsolete in the coming years and we all need to embrace changes in the future of B2B Marketing. Why is that? Well, think about it—I can't recall a single application or tool I've used in the past 15 years that hasn't undergone significant changes. As end-users become more concerned about their personal data privacy and demand frictionless interactions, marketing teams will have to adapt to meet these evolving preferences.

1. Calendaring Tools: Simplifying Demo Requests

Say goodbye to those old demo request forms! The future lies in calendaring tools that make scheduling a breeze. These tools eliminate unnecessary hurdles, allowing prospects to directly book appointments without having to go through a BDR first. It's all about providing a smoother and more convenient experience for potential customers.

2. Content Ungating: Opening the Floodgates

Let's face it—there's no piece of content that isn't more valuable when it's freely accessible. In today's environment, it's all about removing those barriers and getting as many eyes on your content as possible. By eliminating friction and providing a better overall experience with your brand, you'll increase visibility and build stronger connections with your audience.

Don't forget, users can still give you a fake email, or if they are like me, they usually have an email for give-away purposes.

3. Leveraging Intent data and Web Deanonymizers: Targeted Marketing at its Best

Gone are the days of relying solely on bottom-of-the-funnel form submissions. Thanks to advanced intent tools and web deanonymizers, you can now identify accounts in the market more effectively. So, ditch those old gated forms and start personalizing your marketing approach based on real-time intent signals. Let those highly sought-after Gartner MQs roam free!

4. Streamlined Processes through Social Sign-In Capabilities

Traditional landing pages and forms are so last decade. It's time to embrace new solutions like social sign-in capabilities. With options such as "sign up with Google" or LinkedIn's "complete with LinkedIn," users can access personalized demo environments without the hassle of filling out high-friction forms. Streamlining the process and providing a seamless experience will go a long way in engaging your audience.

5. Prioritizing Customer Experience and Building Trust

In this day and age, customers are understandably concerned about data privacy. They know what you're after when you ask for their email address and phone number, and it doesn't always start the relationship off on the right foot. To build trust and familiarity, your brand needs to be seen as genuinely helpful and focused on solving their problems. So, why not make your valuable content freely available? By doing so, you'll show your audience that you're there to provide assistance, not just collect data.

6. The Changing Landscape of Marketing Attribution

If you're a B2B marketer who hasn't realized that marketing attribution is undergoing a significant transformation, it's time to catch up. The old-school attribution models that focus on tracking every single engagement are incentivizing the wrong behaviors. Instead, it might be the time to shift the focus from tracking to creating demand for your services and fostering brand preference. Regardless of how meaningful this idea for your business, with all the rules and regulations to protect users' privacy, I'd say tracking is not as easy as before.

While there may be unique cases where the measures mentioned above don't fit perfectly, it's crucial to embrace change and explore innovative approaches. We should all actively search for alternative methods to engage with our audience, always strive to stay ahead in the ever-changing landscape of B2B marketing.