In the fast-paced Food and Nutrition (F&N) industry, B2B brands need to keep up with consumers ever-evolving trends while driving growth, embracing sustainability and protecting profitability. It’s a delicate balancing act, one where getting your marketing communications strategy right can make all the difference.
That’s why we created the first-ever B2B Marketing Benchmark focused specifically on the Food and Nutrition ingredients industry. Drawing insights from a survey of B2B marketing leaders in the sector and with contributions from Heather Granato, industry expert and president of Nutrachievement Inc., this report offers an in-depth look at their challenges, behaviours and opportunities. Here, we give you a taste of the key trends that are shaping B2B F&N marketing communications, from the power of research to exploring new marketing channels and leveraging emerging technologies like Generative AI.
1. Research reigns supreme
Industry insights are considered indispensable for informing and shaping marketing communications strategies in the F&N space. In fact, 74% of survey respondents revealed that they ‘agree’ or ‘strongly agree’ that research is the springboard for impactful B2B marketing communications. At the same time, a staggering 74% lacked a structured approach to testing strategies. This highlights the promising potential for data-driven decision-making and systematic experimentation, enabling businesses to understand what’s truly effective and make adjustments accordingly.
Top tip! With the F&N industry awash with market research, choosing the right partner who has a reputation for extracting valuable and actionable insights is critical. Taking the time to understand a research firm’s methodologies and analyst experience could help businesses find the optimal partner for their research needs.
2. Fortune favours the brave
Half (50%) of respondents agree that B2B marketing communications teams are actively encouraged to take risks and experiment to improve outcomes. This willingness to challenge the status quo of B2B marketing bodes well for forging a culture of continuous improvement and innovation. For instance, by stepping into the world of B2C marketing with platforms like TikTok and Instagram. Despite this receptiveness to boldness, a majority of respondents (57%) have yet to explore new marketing channels.
Top tip! By tapping into less explored channels and adopting a more business-to-business-to-consumer (B2B2C) approach, F&N brands can more effectively differentiate themselves, as well as reach new audiences and capitalise on emerging trends.
3. Direct customer contact comes out on top
When it comes to the most effective B2B marketing channel, over a third (36%) of F&N B2B marketing leaders deem their own database as the best channel for meeting their marketing needs. This highlights the value that brands place on direct engagement and personalised communication within established networks. But what about other routes? Trade media was ranked as the second most effective, followed by social media and search engines.
Top tip! Creating a compelling story behind a product or service is no longer enough. B2B marketers need to tell this story in the right way and to the right people. While direct customer contact is a crucial piece of the marketing communications puzzle, combining various channels and adopting an integrated approach completes the picture. Exploring new channels could result in exposure and engagement with new audiences and potential prospects through various touchpoints.
4. Embracing a new era of engagement in B2B marketing
Businesses are recognising the potential of Generative AI to streamline processes, enhance customer experiences and gain a competitive edge in the market. On a scale of 1-5 of likeliness to adopt, Generative AI achieved an average score of 3.48. The high score suggests that Generative AI is not just a passing trend but a pivotal technology that will shape the future of B2B marketing. Similarly, conversational content shows a strong likelihood of adoption amongst businesses, scoring 3.43. This trend highlights the appeal of creating authentic and meaningful connections to build relationships and ultimately drive conversions. On the other hand, influencer marketing lags behind with a score of 2.48, reflecting a degree of scepticism or hesitancy.
Top tip! Using algorithms and machine learning can streamline the creation of different types of content, generating a high volume of content optimised for a target audience in less time. However, companies must apply a human filter, both for the understanding of regulatory boundaries and the personable touch.
The way forward
The trends highlighted here demonstrate that as the F&N industry evolves, B2B marketing communications teams need to balance the tried-and-tested with the novel and experimental. Whether it’s making data-based decisions, using integrated communication channels or harnessing the power of emerging technologies like Generative AI, the path to success lies in strategic adaptation.
Don’t miss out on the opportunity to elevate your marketing game. Download the B2B Marketing Benchmark for more actionable insights, from budgetary uncertainties to challenges in creativity.