Every year, a tsunami of marketing trends hits us. And you too. But what can we do with this flood of information? How can we integrate them (for real) into our B2B marketing strategy and our busy marketer lives?
Too often, alleged marketing trends are
based on theory… and come down to email data big speeches that are not very actionable. In short: advice that is not very applicable in BtoB, especially for small or medium-sized structures.
So, this year at Plezi, we say stop. Stop skimming over underlying trends… And make way for action. In this article, we decipher the (real) BtoB marketing trends that you can learn to surf on. And we help you implement concrete actions to make all the difference against competitors in the market.
98% of cold calling efforts end in failure. According to LeapJob, the conversion rate for these cold calls
does not exceed 2%. And on average, 18
calls are needed to get in touch with a potential buyer (source: Nomination, 2021). The observation is therefore there: telephone prospecting is losing momentum. The response rate is low, and the ROI of these Outbound Marketing methods is derisory. For their part, more and more brands are rejecting these methods, deemed too intrusive and non-personalized.
The same observation applies to what is digital marketing course? cold e-mailing: even if 80% of buyers today prefer to speak to a BtoB salesperson by e-mail rather than by telephone (SalesMate.io), over-solicitation and non-consent are often singled out. In the face of abuse, the law is intensifying: GDPR for cold e-mailing, decree no. 2022-
1313 of October 13, 2022 on the chleads supervision of telephone canvassing, etc.
In reality, Outbound remains an acquisition channel to explore, provided that it is used intelligently. The personalization of messages must be at the heart of the approach : in 2024, do not think about contacting a BtoB prospect without finding out about their company beforehand.
