HUBSPOT FOR B2B SERIES
PIVOTING WITH ITP:
The Future of B2B Marketing
Since implementing its first iteration of Intelligent Tracking Protection (ITP) in 2017, Apple has been increasing its ITP restrictions, limiting marketers’ ability to track and target users. Now, after a recent software update, ITP is automatically turned on for all browsers on Apple devices; users have to manually opt in to tracking to turn the feature off.
In a nutshell, it means we’ll have to pivot. Here are the changes we foresee for the B2B market.
WHAT DOES THIS MEAN FOR MARKETERS?
Now that we can’t count on advertising specific items to the exact audience we want, we’ll have to adopt a more holistic approach so that the right users will want to engage with us however and wherever they find us.
A SHIFT TOWARDS HOLISTIC MARKETING
This means that
When you’re tasked with building a holistic brand that’s lovable at every touchpoint, you need to deliver customer service your target audience will appreciate. Research what type of communication your prospects prefer (Text? Call? Email?), then build fast and attentive customer service processes that meet those needs.
Creating holistic experiences for customers only solves part of the problem. How do we get them to us in the first place? We expect to see a resurgence of inbound marketing as ITP throws outbound advertising through a loop – but this time, more social-heavy.
INBOUND MARKETING IS BACK
B2B influencing is a largely untapped market that we expect to grow significantly as marketers look for alternative ways to get themselves in front of new audiences. Businesses need to start intertwining their leaders’ personas with their own, especially on social media. Members of leadership need to open themselves up to sharing insights and showing their personality, both on their personal social platforms as well as official business ones.
ITP is presenting the marketing industry with significant changes. Now that customers want fast, frequent, and on-demand content, there will be more moving pieces than ever to manage.
EASING THE TRANSITION
At Presh Marketing Solutions, we manage many of these moving pieces with marketing automation. We use HubSpot to send automatic replies to customer inquiries, create and post beautiful web content quickly, track prospect activity, and more. HubSpot can also help with social media scheduling, account-based marketing campaigns, buyer persona builds, pillar page creation – you name it.
As Platinum Partners, we’re offering a 30-day trial of HubSpot Enterprise, and we can provide guidance with setting up or using the platform during your trial. Get in front of the pack with marketing tools that can keep up – start your free trial now.