To learn how to defeat their enemies, kings and other rulers once relied on soothsayers who read animal entrails or on astrologers who charted the stars to divine the future. More recently, farmers (and others) relied on the Farmers' Almanac to decide whether that new winter coat or snow blower would be a good or bad investment.
Although statistics and the trends they reveal may not always be entirely accurate (ask any stockbroker about that), they certainly give us a quantifiable advantage when making decisions about strategies and tactics for the future.
With that advantage in mind, consider the following five significant trends that will affect B2B marketers in 2012, according to GlobalSpec.
1. Content will be more critical than ever
As more content becomes available online that helps B2B buyers build internal business cases and justify purchasing decisions, the demand for relevant content will increase even more.
That growing demand is part of a rapidly accelerating cycle that shows no signs of leveling out—a trend that should signal to B2B marketers that they must continue to produce quality content.
Moreover, the greater the average order size, the greater the amount of content that marketers need to make available, according to GlobalSpec's research. When the average order size is less than $1,000, 83% of buyers surveyed said they review three or fewer pieces of content. When the average order size is more than $10,000, however, 70% of buyers said they review four or more content pieces.
Take the first step (it's free).
You may also like:
- 2018 Year-end Episode of Marketing Smarts: What Marketers Need to Know for 2019 [VIDEO]
- Building a Brand and Giving Back: Country Star Jimmy Charles on Marketing Smarts [Podcast]
- How to Heat Up Marketing Impact With Data-Driven Personas
- What Online Shoppers Want--and How You Can Provide It [Infographic]
- Five Tips for Retailers to Win at Marketing in a Booming Economy