Four Trends That Will Shape B2B Engagement In The Second Half Of 2018

Summer brings with it several rites of passage: warmer weather, extended daylight time for businesses to revisit their annual marketing plans. It’s time to look at sales results, review customer feedback and decide which activities are worth continuing -- perhaps ramping up -- and which you need to retool or even retire. As CMO and principal of a company that works with marketing and PR trends on a daily basis, I can say that these four business-to-business (B2B) marketing trends, in particular, are worth considering when reviewing your plans. Discuss among the members of your team which of these could demonstrate enhanced capabilities and wow with innovative new ideas. Positioning a company’s experts as “thought leaders” is hardly a new idea. From bylined articles and blog posts to videos and webinars, such “content” helps give your brand a face and shows you have a finger on the pulse of the industry. Customers appreciate it too: 96% of B2B buyers say they would like to see even more expert perspective.