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  January 22nd, 2021 | Written by

Digital Marketing for B2B Companies in 2021—What Changes?

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  • By doubling-down on your efforts, you can get your business in front of the right people at the right time. 
  • LinkedIn marketing will continue to be the staple strategy in B2B circles.
  • Outgrow estimates that, by 2021, 80% of brands will adopt some form of chatbot systems.

The digital marketing landscape is constantly evolving, especially for B2B businesses. Tactics that worked a few years ago have been phased out.

 As we move into 2021, we can expect more exciting marketing trends that’ll dominate for years to come. Here are some of them:

Growing LinkedIn Use

No other social media platform can rival LinkedIn when it comes to B2B marketing. And here are a few reasons why:

-Senior Level workers account for almost 61 million users, and a whopping 40 million are decision-makers in their firms, according to this study. 

-LinkedIn helps B2B brands generate over 80% of their leads — a shocking 7 times more than other channels. 

-65% of B2B businesses have gained a customer through the LinkedIn platform. 

There’s no doubt that LinkedIn is a B2B goldmine. C-level executives spend their social media time there. They’re looking for valuable posts to read. 

Unlike with Facebook or Twitter, you already have an active audience that’s hungry for your content. By doubling-down on your efforts, you can get your business in front of the right people at the right time. 

The platform is friendly to even novice marketers. If you don’t know how to attract customers through the app, you can choose paid marketing strategies. They’ll help you narrow down your outreach to the most ideal audience — influencers, b2b clients, and other buyers. 

From the evidence above, LinkedIn marketing will continue to be the staple strategy in B2B circles. Unsurprisingly, an estimated 92% of marketers include the medium in their campaigns today. We expect this figure to grow in 2021. 


Outgrow estimates that, by 2021, 80% of brands will adopt some form of chatbot systems. These systems will help businesses avoid shelling out big bucks on customer service. The effective inbound lead generation they offer is expected to generate more profit for these brands. 

Unsurprisingly, chatbots have taken over online marketing, becoming a major part of web designs. They give answers to consumers quickly. Your customers no longer have to wait for hours to get an answer and get tempted to start searching for other alternative options. 

By offering instant answers, these AI tools make your brand appear more professional. This way, you can attract more potential clients and retain the available ones. 

Another benefit of integrating bots into your website is that they give you valuable consumer insights by collecting data on your visitor’s preferences. You can then use the data collected to revise your marketing tactics. 

Your customers don’t have to spend minutes filling out long forms, either. So it’s a win-win for both of you. 

Other perks you may get from bots include:

-Helps in recruitment — Potential hirees can communicate with the bots instead of submitting forms. 

-Creating content — Some bots can help reduce your workload by publishing content on your behalf. 

-Customer support — When your real agents aren’t available, the AI can take over conversations with visitors. 

Higher Demand for Content Marketers

In a recent ContentWriters survey, 61% of marketers claimed that they’re publishing blog posts several times a week. To top it off, 89% of these respondents said they received higher-quality leads from content marketing compared to other strategies. 

These studies show that content marketing as a lead-attracting tactic isn’t slowing down anytime soon. And using this strategy effectively has become much more difficult as the years have gone by.

The days of publishing 350-word posts and ranking in Google’s first pages are, unfortunately, fading into the past. Creating content is a much more complex discipline these days. It involves researching your marketing thoroughly, understanding your audience well, and carrying out comprehensive campaigns. 

That’s why experienced content marketers will have a higher demand in 2021. Hiring interns to churn out articles can’t work any longer, so B2B businesses will be forced to get specialists. 

Guest posting is a key part of content marketing. As this method is still a popular move for many websites, keep in mind that you’d have to create a dedicated team for this strategy. You’ll need people to reach out to other sites and talented writers for the content itself. There are also quality blogger outreach service companies that can help you reach out to sites and create great content. 

More Interactive Content

Interactive content requires visitors to be involved more. They have to do more than just click a link and scroll. Savvy B2B business owners know the potential this type of content can have to not only engage users but to also stand out from its counterparts. 

In fact, a Content Marketing Institute survey shows that 81% of marketers consider interactive content more likely to attract visitor’s attention compared to other content types.  

Generally, it can be in the form of these categories:

-Infographics — They can include engaging animation or datasets

-eBooks — You can add some video or animation to your books

-Quizzes — You can ask questions that make visitors more engaged. 

-Calculators — Visitors can input data to get some varying outcomes 

-Interactive videos — Allow consumers to decide what happens to a film’s plot. 

That said, there’s no doubt that marketers will increasingly make use of interactive content to draw leads to B2B sites. Storytelling will continue to be important for brands’ success.