The pandemic has entirely changed the way of marketing. B2B marketers have transformed their strategies in terms of product planning, sales planning, promotion channel, or research methodologies.
Small and large businesses begin researching B2B buyer behavior. The reason for reshaping business models is to deliver more valuable and relevant content and create a robust customer-centric strategy.
Let’s comprehend how different industries are revolutionizing their B2B marketing strategies.
Why B2B Marketing Keeps Changing
To remain in the competition and meet customer expectations have become the utmost important aspect of marketing in 2021 and beyond. B2B customers are evolved. They know how to research to comply with their requirements. Therefore, B2B marketers are more focused on creating an effective and authoritative strategy.
From Traditional to Digital Platforms
One of the most significant changes in B2B marketing is a shift from traditional marketing to digital marketing. Digital marketing is the fastest and time-saving way to reach Gen Z. The maximum digital media users are from Gen Z worldwide.
Digital marketing is budget-friendly. With the help of digital marketing, you can shift your budget from non-performing channels to well-performing channels.
Traditional marketing is very restrictive. It doesn’t allow you to target your audience from different geographical regions. However, you can reach other people from different areas by implementing digital marketing.
Digital marketing is the fastest medium in generating quality leads, attracting audiences, and building robust connections compared to traditional marketing.
Digital marketing is highly advantageous in measuring statistics. You get the insights of all performing and non-performing channels, campaigns, ROI, and market reach, etc.
Mobile-first Web Design
Approximately 60% of all online searches are done on mobile devices through different search engines. Those searches include various industries such as food and beverages, health, sports, automotive, travel, etc.
Researchers and analysts have found that mobile plays a crucial role in answering consumers’ queries, with navigational and brand-specific searches.
Mobile-first indexing has become the default for ranking websites. It shows that mobile-friendly content, websites, structured data, snippets, etc., will undoubtedly rank on SERPs automatically by decreasing your competition.
So, if you wish to rank on the first page, you need to evolve and adapt a mobile-first approach.
Buyer-driven Marketing Approach
The buyers’ priority is to find relevant information to make their purchase decision simpler and quicker. Some key elements can assist in making your buyer-driven strategy more influential and result-driven.
Segment your buyers as per their requirements, queries, behaviors, demographics, etc.
According to Smarter HQ, around 72% of B2B buyers only engage with personalized messages. Enhance customer personalization. Buyers require more advanced personalization features.
Utilize marketing research to target a specific market. It will help you to retain your consumers. You can use customers’ feedback to create persuasive strategies to continue meeting customers’ needs.
Try to go beyond delivering what customers require by exceeding their expectations. You can amaze them with each interaction.
It would help if you keep your buyers on priority.
Conduct Net Promoter Score (NPS) to evaluate your campaigns, strategy, marketing approach and perform accordingly.
Multichannel Marketing: An Approach to Reach Maximum Audience
It would be best if you adopt a multichannel marketing strategy
to find diverse audiences and build strong connections with them. You can utilize different effective platforms such as Facebook, Instagram, Twitter, LinkedIn, Email marketing, blogging, etc.
Make your multichannel marketing effective with these tips:
Choose relevant marketing communication channels that perform well.
Set SMART goal (Specific, Measurable, Achievable, Relevant, Tome-bound)
Follow the different attribution models, such as first, last, linear, etc. These models have the most significant impact on ROI. You can improve personalization tactics.
Bank of America – Utilized Various Channels to Make Purchasing Process Smoother
Bank of America developed simple processes like depositing cheques and making transactions to other accounts by digitizing the entire procedure by introducing their website and application.
It further helped them enhance their customer experience based on of the data and statistics they received via the digital platforms for up-selling.
Under Armour – Making Personalization More Effective Via Multichannel and Personalities
One of the most renowned athletic wear companies is an excellent example of successful multichannel marketing.
Under Armour quickly grabs the viewers’ attention by displaying celebrities such as Dwayne Johnson, Olympic swimmer Michael Phelps, Tom Brady.
The organization has launched its app and built strong relationships with customers by making their purchasing journey easier and providing a customized experience.
They connect with diverse users on their favorite channels such as Facebook, Instagram, Twitter,etc. and persuade them to experience their products.
Cutting-edge Technologies to Enhance CX
What new technology does is create new opportunities to do a job that customers want done.”
Tim O’Reilly, the founder, CEO, and Chairman of O'Reilly Media
Marketers use different technologies to enhance their product strategy, marketing strategy, sales strategy, etc. Follow the marketing trends. You should be updated with the latest technologies such as artificial intelligence, big data, programmatic advertising, etc. These technologies will assist in predicting consumers’ behavior and enhancing users’ experience.
Adapting new sales and marketing strategy for your business is an essential factor to scale your business in every aspect. The future of B2B marketing relies on profound research, marketing approach, advanced technologies, and evolving planning.
Implement the above tips in your B2B marketing strategies and reach innumerable business outcomes
Frequently Asked Questions
How to build a robust B2B marketing strategy?
By doing thorough research, competitive analysis, adopting advanced technologies, and keeping your customers on priority, you can build a robust B2B marketing strategy and experience positive ROI.
What are the latest technologies adopted by B2B marketers?
Artificial intelligence, big data, programmatic advertising, augmented reality, blockchain and IoT are the cutting-edge technologies that help businesses grow in every aspect.
What is the role of the sales funnel in B2B marketing strategy?
The sales funnel portrays the buying stages that the customer passes through and helps the sales executives to convert the potential customer to make a purchase.