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This year, we saw stories soar across platforms, even as Snapchat is on the decline. Inbound marketing continues to perform, demonstrative of the new way consumers are shopping. What’s in store for business to business marketing in 2019?

1. Videos on LinkedIn

Videos have taken over all our feeds, last but certainly, not least is the LinkedIn newsfeed. People are taking to LinkedIn to open up and share more raw stories and learnings with their connections. This brings a new human element to LinkedIn that it has lacked in the past.

This is an especially big deal as personal branding continues on the rise. While videos are popping up on LinkedIn business pages, they’re all over the place on profiles. (You can watch my first LinkedIn video here)

Ready to dive in? Make a video chatting about what you learned in 2018 or some of your goals for 2019. Don’t forget captions!

2. One on One Engagement

Facebook Messenger bots have grown exponentially this year and as artificial intelligence capabilities grow, so do our expectations of one on one engagement. This is a great way to answer small customer support requests and help qualify potential leads.

There are many different tools to get started with. Explore ways to integrate this into your strategy to qualify leads faster.

3. Email Marketing and Automation

Brian Halligan called it at Inbound — the funnel is DEAD. Hubspot’s flywheel is directly related to the below “new” funnel. Instead of going through the flywheel once, this details two cycles through.

Marketing funnel

With that, we need to own the complete customer lifecycle in our email marketing. This means more workflows, more automation, and more touchpoints.

We’re also going to see a rise in hyper-personalization and omnichannel marketing. You should be engaging with prospects via more than just email now. Follow them on Twitter, slide into their DMs on LinkedIn, get creative with new ways to reach your contacts.

4. Omnichannel Content Marketing as a Whole

Content marketing continues to thrive, but now instead of making one ebook and promoting the landing page to download where you’ll harvest lead data, you’ll publish one ebook, four blogs to support and link back to it, an email campaign promoting your offer, a month’s worth of Twitter, Facebook, and LinkedIn posts pushing the offer, and an ad campaign driving users to your landing page.

It might seem like a lot, but really you’re getting more mileage out of the content you’re already building.

5. Paid Social

While you used to get pretty far on social media without any monetary investment, new algorithms are making this increasingly difficult. Even reaching your own audience means paying now, but consumers are still seeking genuine content.

With anything, it’s about experimentation. A/B test your heart out and find what your audience responds to. Then do more of that.

Wrap Up

Like most industries today, marketing is an ever-evolving terrain, thriving on new technological advancements. Explore ways to incorporate new tools and new strategies to promote overall growth.

I want to hear what’s in your 2019 B2B marketing plan! Tweet me.

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