Top 3 Predictions for B2B Marketing in 2012

The holiday season always brings about that feeling of nostalgia and forces us to reflect on the year that has passed, but it also brings with it a feeling of hope and optimism as we look forward to the year to come. With 2012 right around the corner we are looking forward to a fresh New Year full of new marketing challenges and opportunities. So what’s to come in 2012? Take a look at our top 3 predictions for B2B marketing in 2012.

Inbound Marketing Becomes a Mainstay

In the past year we’ve seen a ton of attention devoted to the concept of content marketing, also known as inbound marketing. Inbound marketing is a strategy that focuses on getting found by a targeted audience by pulling them to your company and Web site through consistently creating, publishing and sharing content specific to the interests of that target audience. While this concept has been introduced as “the new thing” in the past year or two, in 2012 it will become a necessity for B2B companies to add inbound marketing to their overall marketing strategy. Developing and sharing blog posts, videos, and whitepapers  are examples of inbound marketing tactics that draw warmer prospects to your Web site, since they already have some knowledge and interest in some of your specialty areas. In 2012, the buyers of your services expect to find this sort of content on your site. Those B2B companies that adopt an inbound marketing strategy will reap the benefits as they establish thought leadership and become recognized experts in their field.

Mobile Marketing Continues to Grow

2011 may just be the year of the “tablet”. We’ve seen the emergence of the iPad and a slew of competitive options crop up and these have become highly valued business tools for many professionals. As the technology of mobile devices like smart phones and tablets continues to grow and become less expensive, we will see these tools become omnipresent. It is expected that smart phones and other similar mobile technology will eclipse standard desktop computer access in years to come. Not only this,  but a recent study <link to: http://socialmediab2b.com/2011/09/b2b-decision-makers-smartphones/> conducted by TriComB2B and the University of Dayton explains that 59% of B2B purchase decision makers have used their smartphone to research products and services when they are considering purchases. Information like this is hard to ignore, and as this technology grows in 2012 and beyond, B2B marketers will be forced to welcome mobile into their marketing strategies. People are already viewing your Web site on their mobile phones and this number will only grow in 2012, so what will they find when they look at your site?

Social Media Saturation Forces Strategic Decisions

If you read our post about Tweets, links, circles and likes < http://www.marketri.com/blog/tweets-links-circles-and-likes-necessity-or-luxury-b2b-professionals> then you are already aware of this dilemma. B2B companies and individuals alike are overwhelmed by the number of social networks available to them. LinkedIn, Facebook, Twitter and now Google+, (plus other industry-targeted networks)!  The social media scene is currently saturated with options. While we love investigating new social networks and finding ways for our clients to effectively use them, we understand that there are only so many hours in the day for social media. In 2012 we will see if networks like Google+ are here to stay and if any other contenders enter the market, but until then B2B marketers will have to evaluate these networks and make strategic decisions. With limited time and budgets, B2B marketers will be forced to evaluate the networks available and determine where their prospects are, what the time investment is and what the benefits are for each site and develop their strategy accordingly.

What are your B2B marketing predictions for 2012? We would love to know! Better yet, what marketing and business resolutions are you setting for the New Year? Let us know in the comments section below.