Information That Matters !

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It is said that about 90% of the world’s data has been produced in the last 3 years. Technology has transformed the way we think, act, learn and shop —and the B2B sector is included. Amid all these changes, navigating the B2B marketing landscape is increasingly complex.

Old marketing tactics aren’t as effective as they used to be. The digital age has changed the way B2B communication is handled. That includes how you can successfully market your products. With technology constantly evolving, digital marketing requires a more ‘fluid’ approach.

Here are some of the popular reasons why we should consider B2B marketing as an important part of the business—

The modern B2B buyer frequently does his online research. The average B2B buyer now thoroughly checks multiple websites online before interacting with a vendor’s website, and they are already 57% of the way through the buying process before they want to speak with a sales representative. As of today, website traffic is the most important KPI.
The new B2B buyer behaves like a B2C consumer. And they expect the same purchase experience and level of service. Nowadays, 80% of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20% is based on the price or the actual offering.
The Covid-19 pandemic has led everyone to conduct business online. With the onset of the global coronavirus, having no choice left, many businesses started conducting themselves online and made their operations entirely digital. This created for a massive shift in the way traditional businesses used to function.
Paid social media generates more leads. A lot of B2B marketers had to say that social media campaigns helped them generate more leads this year and they plan to increase their investment in paid social media. While Facebook remains a leading social media channel for B2B marketers, although with increasing competition, they have also added Instagram, YouTube and LinkedIn to their digital marketing mix.
The rise of video content. Over the past few years, videos have become a big part of digital media and a necessary tool for story sharing. People now consume more videos on an average in comparison to any other form of media. Videos are the most engaging form of content available, making it an advertising necessity.
Immediate purchase decisions. B2B customers want a B2C experience across their customer journey. More than 75% of B2B marketers report that customers can now buy products and services directly on their website. This number is only likely to increase even more in the coming year.
Increase of mobile usage. Customers have been using mobile more and more when making purchase decisions. Today, a mobile-ready website is fundamental for a great customer experience, and B2B marketers have taken note. A significant amount of website traffic comes from mobile, driving the need for companies to have a mobile optimized website in place.

Key takeaway: Put customers first.

In response to the COVID-19 pandemic, businesses need to adopt a customer-centric mindset of empathy and flexibility and embrace digital channels and upper-funnel initiatives.

B2B marketing teams will continue to operate more and more like B2C teams as they realize that their job is not to market to businesses, but instead to help the people working at those businesses. That’s how you serve customers and drive loyalty, leads, and revenue.

B2B marketing is constantly changing. Need an agency partner with their eye on the future? That’s ENH Media. Give our B2B marketing pros a buzz so they can keep you ahead of the game.