The B2B marketing world is gradually moving fast with all the technological innovation. From the use of social media platforms to detailed customer analytics— sales and marketing campaigns are changing drastically today.
While there are various technological trends boosting these changes, the bottom line is quite simple: customers are in control. If before the goal is to lead the customers, today it is them that must be followed, and their needs must be met.
Most of the time, technology is the answer. If you’re curious how this works, below are three technology trends for B2B marketing in today’s modern times:
- IoT Revolution and Cloud-Based Offerings
The “internet of things” (IoT) refers to the concept of connecting any equipment or device that has an on and off switch to the internet and/or to each other. This includes your mobile phone, headphones, wearable devices, coffee maker, washing machine, and almost everything else that you can imagine.
The IoT takes the internet connectivity prospect to any inanimate machine or object, and Gartner estimates that by the year 2020, there will be more than 26 billion connected devices. Meantime, cloud-based software products are considered as the perfect tools to control untapped connectivity because they give access to “smart” objects whenever and wherever an internet access is available.
But while the possibilities are limitless, they also come with inherent risk. Every software firm using the IoT will need to boost their cybersecurity measures as hackers can gain access to the system-controlled smart objects.
- Artificial Intelligence (AI)
Today, many people have probably experienced interacting with Google Home, Amazon Echo, or other machines that react or register with voice commands. These tools are turning smarter all the time with its speech pattern recognition and natural language processing.
In addition, artificial intelligence (AI) has started changing the customer experience as customers gain interaction with online machines to examine various services and products in a fast-paced, competitive world.
- Virtual Reality (VR)/Augmented Reality (AR)
Virtual reality (VR) and Augmented Reality (AR) are relatively simple concepts. VR is a real-life situation’s digital recreation while AR is the placement of a digital image in a real-life situation. A hypothetical scenario wherein a sales executive is involved shows how VR/AR can improve corporate training for both existing and new employees.
The VR/AR integration into a business’ software would drive the “new normal” for product testing, employee engagement, and multiple business functions one can think of. The International Data Corporation, in fact, sees VR/AR revenues growing from $5 billion in 2016 to over $160 billion by 2020.
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