"74% of B2B buyers claim to conduct over half of their information research online".
In the field of marketing, standards and tools continue to evolve to meet the constantly changing consumption trends and the new expectations of buyers.
The transformation of buying behavior, reinforced by the digital explosion, inevitably requires companies to adapt their marketing strategies to maintain the interest of the target audience and stay agile. While the B2C sector quickly understood the opportunities and challenges brought by digital, B2B companies still lag slightly in integrating it into their marketing strategy.
However, digital technology is not just revolutionizing our way of life but also our way of working. A key tool for maintaining business activity during the COVID-19 crisis, digital technology can no longer be ignored! Why such an appetite? Because it provides rich, dense, updated information that is easily accessible to all, as well as a decryption and interpretation of messages. Digital technology responds to the growing trend of a shortened decision-making cycle where everything must be fast and free of delays. Buyers or decision-making contributors now extensively use digital technology during their buying cycle: for building general knowledge, but also, and above all, to stay informed about the latest news and trends and become familiar with identified or unknown brands.
The multitude of information and content available today allows buyers to continue this decision-making process up to the actual purchase through product documentation, comparisons, and demonstrations. These changes in buyer behavior are also explained by an evolving profile, as today’s and tomorrow’s buyers are young, demanding, and highly connected. They expect suppliers to respond to their codes, their need for immediacy, and their new expectations. These changes gradually result in the disappearance or at least a reduction of boundaries between B2C and B2B marketing, offering new opportunities to the B2B sector.
Understanding the profile of customers/prospects and their desires and needs, improving the user experience, and building custom offers all bring significant benefits! Adapting to the accelerated adoption of new technologies while respecting the audience’s desire for authenticity and proximity is the new challenge that B2B marketing must face.
Content marketing, visual communication, social media, automation, predictive marketing, hyper-personalization, influencer marketing, webinars, account-based marketing, brand strategy… We have compiled a list of 10 trends and strategies to master and incorporate (at least in part) into your marketing to make it a 100% winning B2B strategy.
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