3 essential takeaways from our Future of B2B webinar with Paciolan

May 4, 2022 | 3 minute read
Analisa Flores
Content Marketing Specialist, Oracle Advertising and CX
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Change has become an inevitable constant, especially in the digital marketing landscape. It’s time to consider where B2B and B2C marketing are heading in the coming months and years. 

Oracle's Tamara Prewitt was joined by Kyle Murphy, director of marketing automation and CRM at Paciolan, to talk about trends that are shaping the marketing landscape. Make sure you’re ready by reviewing these three essential takeaways from our Future of B2B webinar with Paciolan.

1. Review the best of terms and trends for 2022

The Oracle CX Marketing team has filtered through the top trends reports to bring you the 10 terms and trends that stood out. Here are three eye-catching concepts from the report.

1. Harnessing micro-moment marketing

You know those last-minute purchases you make while waiting in the checkout line? In a digital shopping landscape, it’s a lot easier to talk yourself out of that impulse. Marketers are looking to reignite impulse buying in the digital shopping landscape with tools such as AI, machine learning, and customer data platforms to do it.

2. Understanding the rise of genuinfluencers

During the pandemic, social media influencers shifted to genuinfluencers. In this new role, influencers now use their platforms to highlight causes and concepts that are important to them. With this shift in influencer philosophy, marketers need to take note and embrace their corporate social responsibilities as authentic passions and guiding missions. A misstep in this area could mean a genuinfluencer calling out your brand and tainting the brand image for years to come.

3. Businesses are moving from B2B and B2C to C2C and A2A

Gone are the days of differentiation between B2B and B2C, and platforms like Uber and Etsy have accelerated this shift even more. Now, consumers are looking for interaction with other consumers, and marketing will soon blur into all-to-all marketing. To learn more, read "How the convergence of B2B and B2C is changing marketing."

2. Paciolan’s digital transformation

The live sports and entertainment industry was undoubtedly hit hard by the COVID-19 pandemic. However, Paciolan had marketing tools in their toolbox, which allowed them to shift easily. They quickly transitioned into content development, using initiatives like fan cutouts in otherwise empty stadiums. Paciolan then looked to see how one customer’s strategy could help another’s.

Although live sports were stalled during the beginning of the pandemic, fans still wanted to be engaged with their favorite teams. Paciolan understood this and helped its customers shift to creating new content like engaging and inspiring videos. By leveraging the anticipation to be in person again, Paciolan customers kept their fans engaged and itching for the eventual live sports comeback.

3. Future innovation and trends to consider

As we enter web3, live sports and entertainment providers will have to consider how customers will be involved in events that take place in the metaverse and virtual reality realms.

Kyle said that Paciolan is learning more about how NFTs can play a role in the ticketing and commemorative experience for fans.

Paciolan is fortunate to serve a base of fans that are passionate about their teams. However, any brand can create passionate, engaged customers when they are intentional with their marketing tools and create value for their customers.

Learn how Paciolan transformed their customer experience with Oracle Marketing.

Hear more about their marketing strategy from Paciolan CMO Craig Ricks

Analisa Flores

Content Marketing Specialist, Oracle Advertising and CX

Analisa is a Content Marketing Specialist for Oracle Advertising & CX. She works with the Modern Marketing Blog.

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