The landscape of B2B marketing is a rapidly evolving segment in India. There is no denying that this growth is driven by digital transformation, the adoption of emerging technologies, and personalised customer service. Industry leaders are identifying key trends that are reshaping strategies and defining the future of B2B marketing.
92% of B2B marketers consider account-based marketing (ABM) a key strategy and 60% have seen increased engagement from their ABM efforts, according to a study by SiriusDecisions. “ABM is gaining traction, especially among large Indian corporations and IT services companies targeting global clients,” Hariom Seth, founder, Tagglabs, told BrandWagon Online. With the rapid digital transformation in India, there’s a strong focus on personalised customer experiences. Indian B2B firms are investing in CRM systems and data analytics to better understand their culturally diverse clientele, he added. Personalisation results in a measurable lift in business outcomes for 88% of companies, boosts conversion rates by 63%, enhances overall customer experience by 61%, and increases visitor engagement by 57%, according to a study by Aberdeen Group.
The significant role of mobile-first strategies and content marketing in regional languages should not be overlooked given the array of languages our country has. WhatsApp is uniquely popular for business communication in India, and social selling on LinkedIn is gaining momentum, he added.
AI and machine learning: A growing influence
From what is understood, emerging technologies like AI and machine learning are transforming B2B marketing practices.51% of B2B marketers are using AI to enhance their marketing efforts, with 58% of those seeing improved targeting and personalisation, reveals Salesforce. “AI and machine learning are revolutionising B2B marketing by enabling better audience segmentation and personalised campaigns. Large IT services companies are leading the way in leveraging AI for predictive lead scoring and personalised marketing.” Saif Ahmad Khan, founder, LEDSAK, said. Chatbots and AI-driven analytics are becoming integral to the B2B landscape, helping marketers understand customer behaviour and optimise campaigns. “AI-powered tools are making marketing messages more effective and improving ROI through programmatic advertising,” he added,
Effective lead generation strategies
When it comes to generating high-quality leads, the approach is multifaceted. “Gated assets like whitepapers, eBooks, and case studies are highly effective for attracting interested prospects. Webinars and virtual events offer real-time engagement and demonstrate expertise, while LinkedIn remains a key platform for B2B lead generation,” Khan said. 61% of B2B marketers consider LinkedIn their top channel for lead generation, reveals Hubspot. Consistent, authentic engagement is crucial for generating high-quality leads. B2B decision-makers seek companies that provide valuable content and flexibility. “Leveraging existing client relationships for referrals is also becoming increasingly important,” Arunima Singh, COO, Asymmetrique, said.
Content that resonates
Content remains a critical element in engaging B2B audiences. “Case studies with local success stories and whitepapers on Indian regulatory environments are in high demand. Video content, especially in regional languages, is gaining traction, along with webinars and interactive infographics,” Seth said. Webinars, podcasts, and interactive formats are proving to be effective as they recreate the engagement of physical discussions and build confidence among decision-makers, Singh added.
The current trends in B2B marketing in India are marked by a focus on personalisation, the growing influence of AI and machine learning, effective lead generation strategies, and content that resonates with diverse audiences. As digital transformation advances, B2B marketers must evolve their strategies to keep pace with changing client needs and remain competitive.