At CES, in the Hard Rock hotel, producers of the Digital Health Summit, Living in Digital Times and Silicon Valley Robotics organized Robotics in the Runway. However, while you could find the robotics industry across all floors at CES, it is still plenty years away from producing consumer technology. The majority of the presented robots don’t even look the part in the eyes of general public.

They however, represent something greater: new developments in the B2B markets. Improving robotics is just one sign that companies must brace for new ways to market themselves as much as create new products.

Marketing technology in of itself really changed the landscape of business operations over the last few years. It granted B2B prospects more choices they never had (e.g. offshore outsourcing, cloud based CRM). It allowed them to compare proposals across even more vendors without the hassle of constant business travel or extra paperwork.

It’s no secret that today’s B2B lead generation campaigns have advanced to include not just traditional methods like telemarketing and direct mail. You also have networking on social media. Mobile tactics have also been considered given that smartphones are becoming an indispensable tool for receiving and handling business information. All the while, targeted marketing tools now even make it possible for B2B marketers to deliver witty and creative content that was normally exclusive to B2C industries.

But just like robotics in business, these are all just the dawn of perhaps even more possibilities. Here are some key areas that B2B marketers need to supervise to keep up with the trend.

  • ‘Noisy’ data – Despite the advances, the sales cycle is hardly any longer. B2B marketers need to understand that the more proliferate technology is, the greater the risks in every step. More channels means more options but also more noise. Marketers would need to filter out what they know about a prospect as they talk all the way to a sales appointment.
  • Keep a close eye on mobile. Mobile technology doesn’t just mean you need to market on them. They embody an idea that the B2B customer is always on the go. Tablets and phones will be the new hub for marketing communications. However, you need to know how a customer’s eyes are always transitioning from screen to screen with your business constantly staying responsive all the way.
  • Cybercriminals. Finally, let’s not forget that new technology can also mean new abuses. Marketers would need to watch out for viruses and hackers that would do detrimental harm to their websites and other transactions online. You also have a responsibility over the data you acquire from your prospects. Hackers pose a threat to all your valuable, and more importantly, digitized information.