With the new year just around the corner, we take a look at some of the new trends and innovations B2B marketers can expect to see after the calendar turns.

1. FOUR B2B TRENDS
TO LOOK FOR IN 2019

2. Ready or not, we’re about to celebrate another new year!
With 12 months of marketing wins and lessons learned behind
them, business marketers will enter 2019 wiser and better
prepared for the challenges ahead. As we transition from one
year to the next, it’s time to make some predictions of what’s
to come. Last year, we predicted the rise of brand purpose,
bots, and customer experience. What will 2019 bring for
business marketing? Read on to find out!
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3. 1. LINKEDIN FURTHER
DISTANCES ITSELF FROM
OTHER SOCIAL CHANNELS
2. LOCALIZED SEO
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4. Did you know that more than 50 percent of B2B social traffic
comes from LinkedIn? Further, the social media platform also
accounts for 80 percent of B2B business leads. With numbers
this impressive, you can expect business marketers to intensify
their efforts in 2019, perhaps even abandoning Twitter,
Facebook, and others to concentrate entirely on LinkedIn.
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5. 2. LOCALIZED SEO
3. RE-OPTIMIZED CONTENT
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6. Though it has been overlooked to this point, localized SEO
is expected to take on a more prominent role with business
marketers in 2019. Using Google My Business (GMB) and
Google Maps, business marketers will begin to use location-
based searches to help potential prospects discover their
businesses. If your brand doesn’t yet have a GMB account,
make a resolution to create one and get started when
you return from the holiday break.
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7. 3. RE-OPTIMIZED CONTENT
4. GREATER FOCUS ON
DATA PRIVACY
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8. By now, marketers have spent a lot of time creating a lot of
content. Some of it has been effective and some of it less so.
But with such a robust reservoir of content available to them,
expect business marketers to try to improve their SEO results
not by creating new content, but by re-optimizing existing
under-performing content. This strategy has two benefits:
It’s less effort than creating new content, and it allows
marketers to retain existing URL structures and not have
to take a step back SEO-wise.
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9. 4. GREATER FOCUS ON
DATA PRIVACY
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10. The EU’s GDPR was only the beginning. Already, we’re seeing
similar regulations coming down the pike. Here in the U.S.,
California is set to pass the California Consumer Privacy Act
in January 2020. That means marketers will need to begin
preparing for a new reality when it comes to consumer privacy.
While some of that work was done this year, the rest will need
to be completed in 2019 to avoid any penalties.
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11. Want more insight into how you can grow your
business this holiday season? Check out these
pieces from our Marketing Knowledge Center:
Marketers Must Prepare for a Tidal Wave
of Privacy Regulation
Business-to-Business Marketing Trends
Unlocking the Potential of Dark Data and
Other B2B Trends
Is B2B Social Media Worth the Investment?