Transformations in B2B Marketing Strategies: The Need of the Hour

Sagar Srivastav | December 22, 2021 | 69 views

B2B Marketing Strategies
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.

Final Thoughts

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.

Spotlight

4M Designers

Creative Marketing Agency based in Karachi, Pakistan. Helping businesses make new friends. We’re always available to our clients – we help them solve problems, bring on new and exciting ideas for their business growth. This is why we're continually named as one of the Pakistan's best creative digital agency.

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By integrating with Criteo, one of the world's largest retail advertising networks, our sellers are now even better equipped to manage their retail media campaigns alongside their selling and order management operations - all within a single interface." ChannelAdvisor's Summer Release includes: Expanded Advertising Reach through Criteo With over five years' experience leading the charge in retail media, Criteo has established itself as a critical platform for brands seeking to expand advertising efforts across the same retail sites where they list their products. By integrating with the Criteo Retail Media API, ChannelAdvisor's Managed Services and sales teams can empower brand advertisers with more choices for how they manage and optimize their retail media campaigns with leading retailers, while expanding their advertising to reach high-intent shoppers in new cookie-less channels. ChannelAdvisor provides brands with a central platform for product listings and advertising strategies by leveraging automation capabilities for campaign creation and management, automated bidding, and ad management across preferred retail channels. "We're thrilled to have ChannelAdvisor join Criteo's API Partner Program," said Sherry Smith, Executive Managing Director Global Retail Media at Criteo. "Integrating with a leading multichannel commerce solution like ChannelAdvisor allows brands and retailers to expand their advertising to new retail media channels, while continuing to manage their campaigns in a centralized platform." New Product Showcase Capability for Brands and Channels on the ChannelAdvisor Commerce Network Since ChannelAdvisor released its Commerce Network in late 2021, more than 1,100 sellers and partner channels have created sharable profiles using the interactive portal. In this latest release, ChannelAdvisor's new Product Showcase feature enhances the experience by allowing sellers to promote products to potential channel partners that are looking for inventory, creating interest and cultivating new connections. Product Showcase also gives ChannelAdvisor channel partners an even deeper understanding of the product catalogs offered by sellers, leading to more connections within the Commerce Network, and mutual sales opportunity and growth for both channel partners and sellers. Enhancements to the Way Brands Can Integrate with ChannelAdvisor at Scale This product release also helps ChannelAdvisor customers automate key processes, including: Automated Export for Listing Views: Monitoring marketplace listings can be a time-consuming task for most sellers. ChannelAdvisor's Automated Export for Listing Views enables sellers to quickly identify and manage listing issues at scale. This in turn empowers sellers to create highly customizable listings exports that are automatically delivered to their inbox to allow for automated processing. Support for Webhooks: Sellers increasingly rely on accelerated business-critical processes to best manage consumer demand. ChannelAdvisor's support for Webhooks helps sellers save time and processing costs by allowing them to identify orders when they happen. Users can also specify a destination and ensure that any new order events are pushed directly to that system. Access Well Over 350 Marketplace and Retail Integrations to Reach New Consumers ChannelAdvisor continues to reinforce its commitment to channel diversification with support for more than 350 channels globally, giving brands and retailers the reach and flexibility to present their products to the right consumers at the right time across the globe. With this latest release ChannelAdvisor has added support for over 20 new channels including: Marketplaces: Bed, Bath & Beyond (US, CA) Check24 (DE) Debenhams (UK) Decathlon (BE, FR) Poshmark (US) Shopee (ID, MY, PH, SG, TH, TW, VN) Trendyol (DE) Veepee (ES, IT) 1P Retail Integrations: Douglas (NL) Rue Gilt Groupe (US) More to Explore Learn more about ChannelAdvisor's suite expansion by registering to attend the upcoming webinar on July 19 at 11 a.m. EDT/ 4 p.m. BST. About ChannelAdvisor ChannelAdvisor (NYSE: ECOM) is a leading multichannel commerce platform whose mission is to connect and optimize the world's commerce. For over two decades, ChannelAdvisor has helped brands and retailers worldwide improve their online performance by expanding sales channels, connecting with consumers across the entire buying cycle, optimizing their operations for peak performance, and providing actionable analytics to improve competitiveness. Thousands of customers depend on ChannelAdvisor to securely power their e-commerce operations on channels such as Amazon, eBay, Google, Facebook, Walmart, and hundreds more. For more information, visit www.channeladvisor.com.

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