Since the beginning of time, B2B marketing is obsessively funnel-centric and has traditionally used CRM systems to automate customer service support. You have a sales team, you field inquiries, you nurture leads, and so on — all the way down to making a sale.
Unfortunately, this cozy and comfortable process is facing strong headwinds. The reason lies in the consumer world, where brands are meeting consumers in places outside traditional funnels, providing products and services in surprising new ways.
As a result, B2B businesses need to update their approach, and sooner rather than later.
Build a Brand, Not Just a Company
The B2B market has changed astronomically in the last decade. It’s no longer enough to just be the company that supplies products and services. Because clients now expect you to be more human and more approachable, B2B companies have worked on developing their company’s brand.
According to Sprout Social, Linkedin, Facebook and Twitter are the three most used social media channels by B2B marketers. However, having social media accounts and posting blindly to them is not enough. In terms of brand building, social media is one of the most trending aspects of B2B marketing strategies. Many organizations use their social media platforms as a means to connect with their clients in an organic way.
Cut Through Clutter with Customization
In 2019, B2B marketers are predicted to follow the current trend— driving sales by implementing personalized marketing campaigns.
According to Marketingprofs, there was a significant 19% increase in sales when businesses personalized web experience. Personalized email campaigns improve CTR by an average of 14% and conversions by 10%.
So the proof is evident— statistics show that customizing marketing campaigns based on the segmentation of audience can lead to exceptional results.
The key to personalized marketing is to understand your audience and position the product or service in a way that is appealing to that specific group of prospective customers. This will give an edge to your marketing efforts because the potential client will connect more with your specific messaging.
Maintain a Solid and User-Friendly Website
It’s no secret. Websites are important— they continue to dominate B2B marketing in terms of how much money is spent on them, how effective they are and how vital they are to success.
BUT your website can’t just sit there, static. Website content is critical to the B2B sales process. B2B marketers say website content is their most effective type of digital marketing content. And why’s that? It’s the first place a prospective client will go to when they’re learning more about what your company has to offer.
A user-friendly website filled with content and information that your clients are looking for should be a critical step to your digital marketing campaigns.
Make Your Content a Service
It is not enough to have an online library of white papers anymore. Content should be personalized according to industry, specialization and individual online behaviors.
The content you publish to your website should be a resource and a service that’s relevant to the audience you want to attract. It can be as simple as providing a FAQ for commonly researched questions in your industry or a trial offer linked to your social media. Give you audience an incentive to trust your company over the others.
To Sum It Up:
B2B is headed for a big shakeup. Not many companies are taking full advantage of the possibilities today, but that doesn’t mean they aren’t there.
Businesses need to learn to step outside their comfort zones and take a hard look at how they do business. Sooner or later, these new ideas will catch on, and first movers will have a big advantage over the others.