Seven B2B Demand Generation Trends To Fuel Your 2020 Marketing Strategy

9 December 2019
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At the beginning of this year, I predicted several business-to-business (B2B) marketing trends for 2019; as we wrap up the year, I wanted to share where I see the biggest opportunities for B2B marketers in 2020. Clairvoyance aside, the following covers seven trends to guide and inform your 2020 demand generation plans.

1. Demystifying Intent Data

I believe the hype around intent data will reach an all-time high in 2020. I called intent data out in my 2019 B2B marketing trends article, but I believe marketers are just starting to scratch the surface on how to best operationalize these insights. For years, B2B marketers have obsessed about leveraging technology to deliver the right message to the right person at the right time, but delivering a truly personalized message, in terms of content, timing and concern, is exceptionally difficult without intent insights.

Intent data refers to signals about a person or an account’s intention to do something. These intent insights are gleaned from digital footprints and can help you make your marketing experiences more relevant and personalized. From account prioritization to guiding your content marketing efforts, I predict the use cases and wins for B2B marketers leveraging intent will skyrocket next year.

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