How B2B Marketing Has Changed In 2019

1st August, 2019 by

Unless you miss cold calling and door-to-door marketing, then you will most likely agree that digital marketing has changed the world for the better. The Business-to-Consumer (B2C) market has changed drastically in the last few years, but can we say the same about the Business-to-Business (B2B) market as well? Take a look at the recent changes in B2B marketing, and how your organization can stay ahead of the trends. 


Customization matters

“While an awareness of the customer’s use of your product is important, repeating what they already know (what codes on a can look like) obscures the real information they want. And that’s what B2B marketing thrives on … information.” – David Jung

B2B marketing hasn’t changed so much that salespeople no longer matter. They do and will continue to be the element that sets businesses apart. However, the expectations placed on salespeople has changed dramatically. Businesses now want highly technical information with customized solutions for their specific requirements. Big box or one-size-fits-all no longer applies in the digital marketplace. Instead, customers want guidance as they work their way through the funnel. Unfortunately, if you don’t offer highly flexible options and a comprehensive guided sales journey, then someone else will.  


Information is everything

Business-to-business work is about building a brand from the inside out. The brand message that we communicate to our clients’ business constituents is often the same message that is carried through to the consumers in the marketplace.” – Maureen Hall

It has been reported that 78% of businesses begin their research online, whether it be advice in forums, white papers, blogs, or videos. While content is king, it has never been quite so important when considering the early establishment of B2B relationships. Investing significant time and effort in creating helpful, informative, reader-friendly documentation is a giant step in creating a well-designed, successful, digital platform.  


Harness the power of digital tools 

Work smarter, not harder.” – Allen F. MorgensternMore than two trillion internet searches are performed each year, with one-third of these searches never extending to the second page. Luckily for businesses, search engine optimization tools help businesses grasp the first-page search results they’re aiming for. This is just one example of how digital tools are helping B2B marketing efforts, not to mention Customer Relationship Management (CRM) tools, Content Management Systems (CMS), analytics software and applications, and dozens of other helpful inventions created to streamline your efforts and boost productivity. 


Millennials have buying power

Millennials expect to create a better future, using the collaborative power of digital technology.” – Mal Fletcher

It has been reported that Millennials make up 73% of the decision making employees within businesses. This means that their expectations are drastically changing the market. According to, “Top organizations attract millennial B2B buyers by focusing on personalized content, authentic relationships, efficiency, and corporate responsibility.” The digital environment Millennials have grown up in leads to an on-demand culture. Even more importantly, the site continues to state that Millennials “ understand what their audience values” and make decisions largely based on this data. 



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