What Your B2B Business Will Look Like In 5 Years
Not surprisingly, tech will play a big role.
How will the B2B model evolve next? Not surprisingly, the future B2B business model will be heavily influenced by technology.
The best B2B information companies will increasingly deploy technology to provide a new level of highly customized information from multiple sources and content types, and it will anticipate related content interests with increased aptitude. This specialized service will dramatically increase value to the reader by serving content with increased relevance and greater efficiency, and it will create new subscription-based revenue opportunities for certain B2B information companies.
There will only be room for one or two information companies in any particular sector because content and data will be multi-sourced with and without traditional industry sources. The leading B2B information companies will be the first to crack the code on combining high quality customized content, data and the deployment of technology to drive exponentially better engagement.
The resulting engagement, and the same technology used to customize content will be used to develop deep individual audience profiles. These profiles, when linked to predictive analytic capabilities built off of sophisticated algorithms, will match individuals and their propensity to acquire various products and services—the holy grail for marketers. In this new model, the number of qualifying leads will diminish greatly. Conversely, quality and ROI expectations will rise significantly along with price.
You may be thinking these capabilities exist today, but over the next few years, technology will rapidly advance existing capabilities to something that is unrecognizable today. This emerging phenomenon will put increased reliance on the technology leadership and vision, and overall technology competencies within our organizations.
The most sophisticated and successful companies will co-leverage content, data and technology in the development of tech-enabled business solutions to solve industry specific issues. However, the development of needs-based business solutions will rely on technologists that do not exist in very many B2B media and information companies today–leading us to the next critical industry-wide organization challenge.
The special combination of market intelligence, understanding the market’s needs, and agile technology development–envision the content team working hand-in-hand with a development team–represents the next evolutionary state of our business model.