As the world returns to normalcy, slowly but steadily, one cannot be ignorant of the fact that things have changed. More so for businesses in the B2B space. In an ideal world, B2B marketing would be a straightforward affair, but with the year 2020 was, brands need to steer in a more cautious footstep. What transformed from a cold-calling ideology to a more detailed inbound marketing funnel, B2B marketing has come a long way and still has a long way to go. But the only businesses that will stand the test of time are the ones that are early adopters of trends, innovators and disruptors.
So what exactly does B2B marketing in a post pandemic world entail, you must wonder. It’s fairly simple, understanding your consumer, their behavior and patterns to accelerate your business growth by marketing right.
ACCELERATE YOUR DIGITAL MARKETING TOUCHPOINTS
The pandemic hasn’t put a stop to marketing, but has realigned how to market. Making use of newer avenues to reach your audience will certainly accelerate your success rates when it comes to B2B marketing. For example: The world has steered towards interactive content formats and including more of these in your marketing strategy is the first step to garner attention, no matter which part of the funnel. You can also turn to more widely accepted formats like voice search, one that enhances convenience and serves results with just a few clicks. You can also deploy chatbots for yet another almost instant touchpoint making it easier for your potential customers to find you.
UPGRADE YOUR SEO & SEM METHODS
Push for a more aggressive SEO & SEM strategy wherein you can focus on a warmer audience as opposed to a cold audience. This way, you will be spending more time on closing leads than reaching out to a cold audience who is yet to identify the needs of your products and services. When you tailor your SEO and SEM strategy, you are also enhancing your opportunities to be found by people who are already in need of your services and are very close to making a decision.
A study by Gartner suggested that 77% rated purchase experiences as complex. B2B buyers continue to change, becoming independent and more self-directed. B2B buyers need personalized experiences, and the truth is, buyers are now in control of the buyer’s journey—not marketing, sales or business development.
Buyer enablement is emerging as an answer to these and many other issues. Just as sales enablement helps sellers sell, buyer enablement helps buyers buy by providing them with the content and support to make good decisions and make the buying process easier to navigate and complete. B2B businesses can leverage buyer enablement strategies to get their attention, earn their trust and ultimately close the sale.
B2B marketing in a post pandemic world isn’t complex but it needs to be approached with innovation and an open mind to ensure better success. If you are looking for better B2B marketing strategies, contact us today and get tailored solutions for your business.