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It’s hard to believe that we’ve almost reached a new decade. With 2020 looming over the horizon, there are plenty of thoughts to consider about the state of digital marketing. Each new year always manages to bring a few surprises to the digital marketing landscape (remember when HubSpot helped destroy the sales funnel last year?) So as we make our way through the last weeks of the summer, let’s take a look ahead at digital marketing in 2020.

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Let’s take a trip back to the year 2017. That year, a report from eMarketer showed that only 21% of marketers had adopted digital transformation programs for their marketing. Despite such a low number, many marketers believed that new technology in the digital age could lead to bold, creative ideas.

In 2019, an effort to shift to digital transformation has affected several b2b businesses. In fact, some companies have seen five times more growth in revenue, as a result of digital transformation efforts. Here is how we can expect digital transformation to affect b2b marketing in the year ahead.

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An effective, organic lead generation machine is every digital marketer’s dream. Unfortunately, this isn’t exactly an easy accomplishment. Driving organic traffic to your website is only phase one of a larger strategy to bring in qualified leads; even if you’re finding new visitors accessing your website every day, how many of them are actually engaging and converting? If your organic lead generation strategy could use some enhancements, here are some tips you can follow.

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The term “account-based marketing” has gradually become more common in today’s b2b marketing landscape. It is defined as a focus on both sales and marketing resources for target accounts in a market, with an emphasis on personalization for each account. In other words, it’s an excellent way to hone in on customers and clients with a higher overall value, as opposed to making your reach too broad.

To get a better understanding of how it works, here are some fundamentals you should know for b2b account-based marketing.

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Growing your SaaS business takes more than just a quality service; you need to have a strong online presence. In an industry of endless competition, this means the way you promote you business and brand online has become more crucial than ever. We’ve previously shared several marketing strategies to grow your SaaS business, including content development and co-marketing campaigns. Here are two tactics your company can use to increase your online presence and build trust.

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Technology is an ever-changing aspect of the b2b business world. Whether your company keeps up (or fails to keep up) with the industry, changes can ultimately affect the success of your business. You will want to know the technology trends that your competitors are implementing, especially when it comes to marketing your brand to your audience. Here are three marketing technology trends you should be aware of.

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Your b2b website design plays a vital role in attracting users or turning them away from your company. To keep up with the rapidly changing digital marketing industry, you should feel confident in knowing that your website is up-to-date with current design trends.

Here are a few tips on how to design a website that will engage your users and allow your company to continue to compete with other b2b businesses in 2019. 

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When it comes to measuring campaign success in your b2b organization, metrics will no doubt be your greatest asset. Metrics--such as session duration, bounce rates, and lead conversion rates--allow digital marketers to keep track of website engagement rates and how their content is resonating with their audience. If those metrics are struggling, it can be difficult to get back on track. 

In order to meet your digital marketing goals and avoid falling off track, these are the metrics you need to be fully utilizing on your website. 

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There are dozens of areas for digital marketer’s to focus their efforts for lead generation; but one of the trickier methods comes from creating forms on your company website. Sometimes you'll have too many fields for a potential new lead to fill out, or your call-to-actions are misleading and uninformative. 

To avoid some of the pitfalls of form design, digital marketers can follow this step-by-step guide for designing forms for lead generation. 

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Take a moment to think about the many tech buzzwords digital marketers tend to use today; AI, machine learning, and the Internet of Things are all major topics of interest. Since digital marketing is constantly evolving, this year will once again bring technology advancements along for the long run.

Here are several innovations in technology for digital marketing that we’re expecting in the near future.