Conversational\nmarketing<\/strong><\/p>\n\n\n\n New chatbots<\/a> using more and more AI are able to have a sufficiently advanced conversation with the customer\/prospect, enough so to choose\/suggest the most appropriate content in the interlocutor’s buying cycle. The employer\nbrand<\/strong><\/p>\n\n\n\n While there has been talk of labor shortages for some time and the\ncatastrophic recession announced by the prophets of doom, the problem will only\nget worse. The economy is rolling and, so is production. Contracts are still signed,\nand the development of new technologies is well underway. We\nneed skilled workers.<\/p>\n\n\n\n As a result, employers will have to redouble their efforts to sell themselves to potential candidates, which will translate into large-scale marketing efforts.<\/a> The employer brand will become a crucial issue for all companies, both in B2C and B2B.<\/p>\n\n\n\n More authentic\ncontent<\/strong><\/p>\n\n\n\n Generic corpo texts are already outdated. But the\ntrend towards authentic content is snowballing and will further change the way\ncompanies communicate and convey their messages.<\/p>\n\n\n\n Since Familiprix’s famous “Ah HA!” several years ago, we feel\nthat the typical humor of Quebecers now permeates even the offices of content\ncreators. Indeed, one can think of Maxi’s humorous advertisements or\nHydro-Qu\u00e9bec’s delusional community management on social networks to realize\nthat the tone and content are constantly changing.<\/p>\n\n\n\n It will be even more crucial, in 2020, to stand out from the others by (re)defining the voice of companies. How can you stay authentic in corporate values while being inspired in your marketing? That’s going to be the challenge!<\/p>\n\n\n\n Rise of the machine<\/strong><\/p>\n\n\n\n Ta-da ta ta-da\u2026 Ta-da ta ta-da (Terminator’s theme song)<\/p>\n\n\n\n I’m not talking about Facebook or even Amazon, which are already operated by machines …<\/p>\n\n\n\n I predict that in 2020, we will see even more artificial\nintelligence in the world of marketing.<\/a> If the largest\ncompanies already benefit from it, PME\u2019s would now be able to access it more\neasily.<\/p>\n\n\n\n This technology will be democratized through various tools used by\nmarketing teams, for example, CRM, live chat (chatbot), web analytics tools,\nonline advertisements, etc. Predictive tools could help you reach new marketing\ntargets… oh, but wait, everything I just mentioned here already exists!<\/p>\n\n\n\n Ta-da ta ta-da\u2026<\/p>\n\n\n\n Creating\nwebsites with CMS<\/strong><\/p>\n\n\n\n If the trend continues in 2020 (it will be perfect vision), more and more\nwebsites will use a CMS (Content Management System) to begin with, compared to\nsites that will not. As of November 2019, 42% of new sites launched do not use a\nCMS compared to 37% of new creations that do.<\/p>\n\n\n\n WordPress alone holds the largest share, with 35%\nof the market <\/a>for all sites\ndeveloped in CMS and 22% for others.<\/p>\n\n\n\n This is not at all surprising, because we see this trend at ExoB2B, customers are asking that sites be built with a CMS and preferably using WordPress. They will have the flexibility to add new content quite easily on a regular basis, which is essential for optimal search engine referencing. Content such as blog posts, new products and services from PDF documents.<\/p>\n\n\n\n Personalization<\/strong><\/p>\n\n\n\n A real message! Not just: “Hello<\/em> Lynda\nSt-Arneault, <\/em><\/strong>here’s our\nlatest e-book.”<\/em><\/p>\n\n\n\n Technologies are within our reach, if they are integrated into the right\nprocesses and aligned with company strategies with carefully and rigorously\ncollected data for humans to make decisions, personalization is possible.<\/p>\n\n\n\n Personalization, as we want it and see it is\n“total”. It\u2019s a marketing\nvision that has been present for decades and has been perfected with\ntechnology. We can think of its ancestor, catalogue shopping and direct mail\nmarketing, with which several companies have made a fortune (but have not been\nable to adapt).<\/p>\n\n\n\n Finally, a study published in MarketingCharts \u00a0last November reveals that personalization is the No.1 marketing and sales strategy in which respondents have an interest in 2020.<\/p>\n\n\n\n Organizing data to deliver better CX\ncustomer experiences<\/strong><\/p>\n\n\n\n The role that the CMOs will have to assign\nthemselves or to be assigned to, based on their ability to handle it.<\/em><\/p>\n\n\n\n The good news is that we will be able to focus more on data rather than\napplications. However, ways will have to be found to break up data in organizations.\nSomething that separate teams don’t always want to share. Again, there are ways\nto do it.<\/p>\n\n\n\n Does it mean that no data decommissioning = no optimal CX?<\/p>\n\n\n\n Yes, although we may desire or be sold as ideal in terms of customer\nexperience, if we do not have real-time access to the data that allows us to\nmake the right decisions, it’s a bit like swimming with a rope tied at our\nwaist \ud83d\ude09<\/p>\n\n\n\n In B2B it is crucial to offer good customer experiences because sales cycles are complex, sometimes long and there are also several possibilities to identify players through the buying cycle. Expectations in terms of CX in B2B<\/a> are high. Very high!<\/p>\n\n\n\n Experiential\nmarketing<\/strong><\/p>\n\n\n\n While the technical characteristics of products or services from different\ncompanies may be virtually identical, what are the factors that motivate a\nbuyer to choose one supplier over another? Or to forge a long-term relationship\nbased on commitment and trust?<\/p>\n\n\n\n It’s all about the social satisfaction that the product or services will\nprovide to the customer and allow them to live an experience that brings\nemotions, discoveries and pleasure, to obtain a higher level of commitment from\nthe buyer. In both B2C and B2B, it will be necessary to distinguish itself from\nthe competition by an approach that is no longer transaction-oriented but\nrather the satisfaction of human needs.<\/p>\n\n\n\n “Customers no longer compare you to your competitors, they compare you to other positive experiences they’ve had,” Shep Hyken,<\/a> author and seasoned expert in customer service and experience, said recently. “Satisfaction is a rating. Loyalty is an <\/strong>emotion. So, we have to find a way to create a lasting emotional bond. \u00bb<\/p>\n\n\n\n Video content<\/strong><\/p>\n\n\n\n It may seem a bit trivial, but in marketing, another way to stand out from the crowd and give potential customers a different experience, especially compared to all the content that is offered every hour, every day, every year on the Web, which has become “infobese”, is a video!<\/p>\n\n\n\n And in all its forms… Whether it’s on YouTube, on your personal live streaming<\/a> video channel or podcast in RV format, real or\nvirtual images always have the potential to differentiate your content from the\nmass of content published daily on the web.<\/p>\n\n\n\n Some will say that it is not very trendy. Don’t get me wrong, after\nreviewing all the blogs and sites of marketing experts who also take advantage\nof this time of year to make predictions for next year, a vast majority put\nvideo content in their predictive lists.<\/p>\n\n\n\n There are certainly other B2B marketing trends that are likely to become\nmore important in 2020, such as ABM, automation, podcasts, influencers (micro,\nnano or macro), immersive events, virtual reality and well, still others!<\/p>\n\n\n\n Lots of technology or “martech” if you prefer.<\/p>\n\n\n\n But there is a constant in today’s marketing that no one forgets when it\ncomes to looking to the future. This constant is the \u2018human\u2019.<\/p>\n\n\n\n It is and always will be part of the equation.<\/p>\n\n\n\n That’s why we’re hearing more and more about “human centered\nmarketing” or customer centric marketing, customer experience or, as the\nsubtitle of Mark Schaefer\u2019s latest book Marketing Rebellion<\/strong><\/a> – “The Most Human Company Wins”<\/p>\n\n\n\n The challenge ahead of us next year will probably be to bring together humans and marketing technologies, as demonstrated in this quote from a PDF on the future of B2B, produced by raconteur.net<\/a><\/p>\n\n\n\n With this in turn, we wish you an excellent end to 2019 and if you would\nlike to share your predictions for 2020, I invite you to continue the\nconversation with us by making a phone\nappointment<\/a> or by writing to us<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":" Can you believe that 2019 is already over? I love this time of year, when we are in a rush to leave it and begin a new one. To end this decade, we gave ourselves a small office challenge in order to begin 2020 on the right foot. Each of us has identified one or […]<\/p>\n","protected":false},"author":3,"featured_media":25612,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[793,12,639,801,206,194],"tags":[586,868,480,867,828,680,870,874,598,633,803,869,872,873],"class_list":["post-25600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation","category-content-marketing-2","category-influenceurs","category-martech-1","category-technology-sales-and-marketing","category-web-design-and-development","tag-ai","tag-authentic-content","tag-chatbots","tag-conversational-marketing","tag-cx","tag-employer-brand","tag-experiential-marketing","tag-human","tag-marketing-rebellion","tag-martech","tag-personalization","tag-rise-of-the-machine","tag-video-content","tag-video-streaming"],"acf":[],"yoast_head":"\n
In addition, if the conversation resumes in the buying, testing, demo etc. phase, the chatbot can collect information the same way a form would, while adjusting to the current situation.<\/p>\n\n\n\nDavid Lepage<\/strong><\/h2>\n\n\n\n
Vincent Cloutier-Naud<\/strong><\/h2>\n\n\n\n
Jean Gougeon<\/strong><\/h2>\n\n\n\n
Lynda St-Arneault<\/strong><\/h2>\n\n\n\n
Claude Malaison<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/exob2b.com\/wp-content\/uploads\/2019\/12\/fanzo-2.jpg\")
In conclusion<\/strong><\/h2>\n\n\n\n
![\"\"](\"https:\/\/exob2b.com\/wp-content\/uploads\/2019\/12\/RISE-1.jpg\")
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