With estimates that video will comprise 82% of the overall Internet traffic by 2022, B2B marketers will also be putting more effort into producing video content<\/a>.<\/p>\n\n\n\n Let\u2019s look at how these trends will affect the B2B <\/a>marketing<\/a> landscape.<\/p>\n\n\n B2C marketers have been leveraging AI for a while now. B2B marketers, on the other hand, have been slower in adopting the technology.<\/p>\n\n\n\n However, Salesforce research<\/a> shows that AI tops the list of technologies B2B marketers are looking to implement in 2020.<\/p>\n\n\n\n As more AI-powered marketing automation<\/a> solutions pop up, AI will become even more prevalent in the B2B marketer\u2019s toolbox.<\/p>\n\n\n Advertisers are starting to focus more on taking advantage of AI as well, using programmatic advertising to automate the bidding process. <\/p>\n\n\n\n This is further backed up by Forrester Research<\/a>, which predicts that the majority of digital advertising spend will be used on programmatic advertising in the next few years.<\/p>\n\n\n\n Using AI to automate advertising spend minimizes the chances of errors during bidding, as well as reduces advertising costs. Therefore, in most cases, programmatic advertising a no-brainer for advertisers in 2026.<\/p>\n\n\n\n Using GPT-3.5 Turbo, VWO now enables you to generate recommendations for your existing website copy. We believe this is a huge step in the direction of conducting experiments using AI<\/a>.<\/p>\n\n\n B2B marketers are still experimenting with chatbots and trying to gauge their usefulness. A lot of them are seeing success with chatbots for both generating and nurturing leads<\/a>.<\/p>\n\n\n\n Around 58% of B2B companies currently use a chatbot on their website By allowing you to engage with your leads 24\/7, chatbots help you make sure that you don\u2019t miss out on any just because they were at your website outside of your office hours.<\/p>\n\n\n\n Chatbots are also highly useful in finding out more about your leads, scheduling calls, educating your audience, and engaging visitors who try to abandon lead capture forms.<\/p>\n\n\n\n Having response rates ranging from 35% to 90%, they\u2019ve shown to be very effective in engaging leads.<\/p>\n\n\n\n Buyers are on board with chatbots, too. As much as 35% would use a chatbot to get a detailed answer to a question they have, while 34% would use it to connect to a human. As more and more marketers experience the effectiveness of chatbots first-hand, the usage of chatbots for lead generation and nurturing will increase significantly.<\/p>\n\n\n\n Social media platforms have helped firmly cement video as the most popular content format around.<\/p>\n\n\n\n Live video streams, webinars, and educational videos are increasingly being used by B2B marketers to reach their target audience. <\/p>\n\n\n\n As much as 73% of them state that video content has a positive impact on their ROI, while 93% claim to have generated new customers, thanks to video content posted on social media<\/a>. <\/p>\n\n\n\n It\u2019s also been shown that marketers who use video content generate 66% more leads compared to those who don\u2019t<\/a>.<\/p>\n\n\n\n Finally, 41% of marketers state that they plan to increase their video marketing budget<\/a> soon.<\/p>\n\n\n\n These stats come as no surprise when you take into account all the benefits of video marketing<\/a>.<\/p>\n\n\n\n B2B businesses can use videos to improve brand awareness, develop authority, build meaningful relationships with their target audience, and generate leads.<\/p>\n\n\n Videos are popular with buyers, as well. As many as 59% of them state that if they can choose between consuming content in text or video format, they\u2019re more likely to choose video<\/a>.<\/p>\n\n\n\n 65% claim to have visited a company\u2019s website after watching one of its videos, while 39% even contacted the business by phone. 78% of B2B buyers will only engage with an offer if it\u2019s personalized to their previous interactions with a company<\/a>, while 72% expect businesses to provide them with personalized experiences<\/a>.<\/p>\n\n\n\n According to 83% of B2B buyers, treating them as real people (instead of just numbers) is essential for winning their business<\/a>.<\/p>\n\n\n This makes it crucial for B2B businesses to put a greater focus on personalizing their marketing efforts. <\/p>\n\n\n\n B2B marketers understand this, with 66% stating that they\u2019re working on securing additional internal resources in order to execute personalized marketing campaigns<\/a>.<\/p>\n\n\n\n 74% of them claim that personalization improves engagement<\/a>, with 71% personalizing their content based on decision-makers profiles.<\/p>\n\n\n\n It\u2019s been shown that personalization has a significant impact on ROI, with 79% of businesses that have a documented personalization strategy managing to surpass their revenue goals<\/a>.<\/p>\n\n\n\n Personalization is also helpful in shortening the B2B sales cycle, which can last for months or even years otherwise. <\/p>\n\n\n\n Email is one of the most personalized marketing channels among B2B marketers. Here\u2019s why:<\/p>\n\n\n\n Email personalization has been shown to improve open and conversion rates, for businesses that leverage personalized email marketing<\/a> generating 7.6x more revenue compared to businesses that don\u2019t<\/a>. <\/p>\n\n\n\nAI will enable next-level marketing automation and advertising<\/strong><\/h2>\n\n\n
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<\/a><\/figcaption><\/figure>\n<\/div>\n\n\nChatbots will become crucial for lead generation<\/strong><\/h2>\n\n\n
.It\u2019s estimated that businesses will invest $4.5 billion in chatbot technology by next year.<\/p>\n\n\n\n
13% would even use it to make a purchase straight away.<\/p>\n\n\n\n![\"screenshot](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/02\/predicted-use-cases-for-chatbots.png\")
Download Free: A\/B Testing Guide<\/span><\/a><\/em><\/h2>\n\n\n
Content marketing will be focused on video<\/strong><\/h2>\n\n\n
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It\u2019s estimated that online videos will account for 82% of all Internet traffic by 2022, which makes it crucial for B2B marketers to make videos a part of their content strategy<\/a>.<\/p>\n\n\nBusinesses will double down on personalization<\/strong><\/h2>\n\n\n
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