Content is the key

In 2019, B2B digital advertising spending in the United States surpassed an estimated six billion U.S. dollars. This allocation of ad dollars towards digital marketing channels reflects the overall digital shift in the B2B landscape. In the United States, the adoption of B2B e-commerce solutions has visibly increased over the last few years. Alongside lead generation tactics like the use of e-mail or search optimization, one of the most effective B2B online marketing tools is content marketing. B2B marketers primarily distribute paid content via social media, sponsorships, or search engine/pay-per-click methods to build brand awareness and ultimately generate high revenues/ROI. Leading social media platforms used by B2B marketers worldwide include Facebook, LinkedIn, Instagram, Twitter, and YouTube.

Trends and developments in the B2B marketing landscape

Another trend that is gradually reshaping B2B marketing in the United States is the implementation of marketing technology. In 2019, the global MarTech industry value surpassed 131 billion U.S. dollars. As technology continues to facilitate customer acquisition and retention, it will likely play an ever-increasing role in the marketing world of the future. What this future will look like also depends on the impact of the coronavirus (COVID-19) pandemic. In the United States, B2B marketing spending has already decreased by over 50 percent in early 2020, and while events are still suffering a severe setback amidst the pandemic, a progressively digital direction of marketing funds and efforts is already becoming apparent.

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