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As the b2b marketing industry prepares for 2020, some marketers may find themselves eagerly anticipating new trends, while others are feeling apprehensive. After all, 2020 isn’t just a new year; it’s a new decade altogether. At a time where the sales funnel has become obsolete, topic clusters rule SEO, and machine learning is proving its worth to marketers, anything seems possible in the future.

Could this finally be the decade where flying cars become reality!? We’re probably not there just yet—but here are some b2b marketing trends your company can expect to see in 2020.

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The term “reverse positioning” (sometimes called “breakaway positioning”) has begun resurfacing in the marketing industry recently, but what exactly does it mean? In this post, we’ll be defining reverse positioning—a unique marketing and branding strategy your company should know about.

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A brand refresh is a topic that your b2b marketing company may have already discussed—and the response may have been a resounding “that’s a good idea!” Despite this, the idea of a “refresh” may not be within your company’s current brand strategy and scope. It’s hard to fit a full refresh into your branding strategy, especially if it will change other company aspects in the process, such as tone or existing guidelines.

The truth is, every company runs the risk of becoming stale and outdated with its branding. To prevent your b2b marketing company from running its course, here’s what you need to know about a brand refresh.

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What does it mean for your company to have a strong “brand equity?” Well, it’s part of what makes your brand valued and meaningful in the eyes of your customers and prospects. Without brand equity, your b2b company is essentially marketing its brand without any defining characteristics—no real emotional value to gain from supporting it. That doesn’t exactly sound like it’s doing your target audience any favors, does it? That’s why we’re sharing the key advantages of brand equity in b2b marketing, with best practices your company can follow!

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Debunking myths isn’t exactly an everyday task that you can complete without second thought. Myths exist for a reason; they come from years of false information and analyses, which cause them to become the norm for people to believe. For b2b marketing companies, there are plenty of branding guidelines that may seem commonplace in their industry.

However, there’s not always a truth behind every belief in the b2b branding world. Here are 3 of the most common branding myths your b2b marketing company should know. 

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Establishing a brand in an industry that’s bursting with competition isn’t a simple task; your digital marketing company may find itself revising its brand message and tone several times to find a sweet spot. However, constantly tweaking your brand only causes confusion for your audience and among your marketing team.

One of the top challenges with showcasing your brand is the initial presentation and optimizing for a person’s first impression. Here’s how your digital marketing company can make a strong first impression with its brand.

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When thinking of the term “essence,” it’s helpful to compare it to the people you interact with on a daily basis. A person’s essence acts as their defining character—their personality, personal drive, and emotional tone all help to make this up. Now, compare this to the way your marketing company describes its brand. You may have a few specific adjectives such as fearless, inspiring, or bold.

Your brand essence is a defining trait that makes your brand not only resonate with your audience but also stand out from competitors. Here’s how your marketing company can define its brand essence.

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If you’ve analyzed your digital marketing company’s website recently, you’ve probably looked into its current bounce rate—and you may have asked yourself, “why are so many people leaving my website without clicking anything?” When a new visitor’s session is cut short, it could be due to a lack of engagement opportunities on your website.

Luckily, there are plenty of strategies that can help your company reduce its website bounce rate. In this post, we’ll be sharing some key action items you can implement to keep your visitors from bouncing so soon.

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When the time comes to review your b2b company’s content marketing strategy, it can prove to be a harsh reality—not all of your content will perform as well as others; your content may not generate the traffic and leads your company is looking for, or perhaps you’re spreading your content too thin.

There are several challenges that can come with any content marketing strategy, and it’s perfectly all right to run into a few speed bumps along the way! Here are a few ways your b2b marketing company can refresh its content strategy.

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Often, a landing page is the final step of the lead generation process, when trying to convert website visitors. One of the most discouraging experiences as a digital marketer is seeing a high bounce rate on a landing page. It can be frustrating to see so many visitors exit the page before taking the time to fill out a form—or even just to read what your offer is! Here’s what you need to consider when designing a landing page for driving lead generation.