Marketing in 2020 has already proven to be vastly different than was last year. Because of the changes happening to businesses everywhere, it’s more important than ever to measure, optimize and test your marketing programs for long term success. 

Although there are a million and one marketing ideas out there, not all of them are going to resonate with your current strategy. You might want to use these trends to supplement your current marketing programs and perhaps they can become an essential part of your marketing toolbox going forward! Here are four trends for B2B marketing in 2020 you should try.

Account-Based Marketing

Account-based marketing, commonly referred to as ABM, allows you to target high-level accounts by focusing on the specific needs of that account. Additionally, it brings a level of humanity to your marketing approach by showing your prospect that you care about what they are going through and that your product is designed to fit their specific needs. 

How you approach an ABM strategy is up to your team’s goals and needs. Whatever you choose, make sure that you have buy-in from both your sales and marketing departments in order to see success in this approach. In 2020, both teams need to be working together towards the same goal. 

Content Focus

We are constantly overloaded with content every time we open our phones. Collaborating with your team to create a wide variety of content and getting your content in front of the eyes of your prospect at the right time is crucial in 2020.

Creating content is more than just creating a simple blog post and letting it exist on your blog. You need to create content for each step of the funnel. Top of the funnel content can help connect potential buyers with your brand and introduce them to your company’s mission. Social media and video marketing can take your buyers from awareness to a demo and content like case studies can help your sales team provide evidence on why your business is a solution to their business problem. No matter what stage of awareness your audience is, content marketing is a great tool to reach potential buyers while supporting the sales team. 

Personalization & Automation

There are a plethora of marketing automation tools out there designed to help marketers make their jobs easier. It’s important to note that although you can automate large marketing campaigns, it’s crucial to segment your audience and deliver personalized experiences for your customers.

Take a look at what prospect and customer history and data you have and design individualized marketing campaigns for each group. Even better, make sure your marketing automation tool and CRM are speaking to each other to maximize the amount of data at your fingertips. Instead of sending your usual promotional email campaign, create specific, segmented emails designed with each buyer group’s needs and values in mind. In 2020, it’s crucial to keep your consumers and prospects top of mind and identify how your brand can fit into their needs rather than how they fit into your product.


In 2020, marketing measurement is more important than ever. Not only will measuring your marketing efforts  tell you how your programs are doing, but it will allow you to see where to focus your budget in the coming months.  

Tools like Full Circle Insights help marketers see a clear picture of pipeline and revenue sources along with influence and deal velocity so you know exactly where your leads are coming from, how deals were influenced and when and where to spend your budget to get the most response for your dollar.

These are just a few trends to try while marketing in 2020. We hope you find these helpful in future campaigns you try this year! 

Anastasia Masters is a Content Marketing Associate at G2. She graduated from the University of Michigan with a degree in history. In her spare time, Anastasia enjoys eating her way through Chicago’s different neighborhoods, planning her next trip, and binging a new show on Netflix. You can follow her on Twitter at @anastasia_mm0.

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