B2B Marketing is Embracing B2C Tactics
User experience plays a part in the success of the interactions on your website. Cultivating an emotional connection with your customer by providing an outstanding user experience also contributes to brand loyalty. With an increased focus on UX, your brand can continue to excel in the current landscape.
- 41% will use personalized content and offers
- 37% will use virtual events and webinars
- 39% will use customer loyalty programs
- 45% will use personalized content and offers
- 35% will use virtual events and webinars
- 34% will use customer loyalty programs
This trend and the selection of these specific marketing strategies emerge following an increased desire for marketers to directly target their consumers. The above tactics take advantage of a business’s ability to gather consumer data and tailor their marketing approach directly to the individual consumer. Now, marketers can target a specific individual at the company instead of just marketing to the organization as a whole, which in turn increases their ROI.
Theorem Says: “We do think there is a growing amount of overlap between B2B and B2C strategies now more than ever…with personalization and highly targeted messaging being essential for marketing in a B2B setting as well as in a B2C setting.”
Changing Sales Cycles
Involving More People
Today, B2B marketing requires an omnichannel approach. Buyers have been shown to consume various sources of information before making a buying decision, including vendor websites, web searches, online social networks, professional networks, and their own past experience with a vendor. The challenge here is that with buyers consuming various sources before making a decision, there is not necessarily one approach marketers should use to target leads. However, this means there is also an equal opportunity for marketers to gain customers by simply throwing tactics at the wall to see what sticks via an omnichannel approach.
Theorem Says: “A longer sales cycle would mean that more long-term business strategies should be implemented, such as a more robust content marketing program, brand fortification, overall customer experience enhancement, and introducing more touchpoints and therefore, more opportunities for conversion into the customer’s journey. We would also put more emphasis on retaining clients that we already have and strengthening customer relationships.”
Changing Buyer Behavior
Data and analytics tools have advanced to the point where marketing campaigns can be assessed much faster, allowing marketers to reflect on the success of campaigns they’ve recently established. Using these dynamic measurement tools can help you see how buyer behavior is fluctuating and where your campaigns are least successful. With marketing budgets growing tighter than usual, making data a priority can give marketers a competitive edge.
Theorem Says: “We have had to get more creative with our data collection methods, while ensuring we remain compliant with ever-changing regulations. For example, we are placing an additional emphasis on developing quality and highly valuable gated content to capture consumer interest. We have also begun to automate more tasks throughout our workflow, such as data collection from multiple sources, to lessen the amount of manual time spent on data collection, meaning we can spend more time understanding the data to optimize campaigns rather than spending time simply aggregating data.”
Changes to Measurement
Data analytics methods continue to evolve. Marketers can now predict the success of their campaigns in advance and make adjustments following the release of their campaign. Should marketers use these evolving methods, they stand to reap the benefits of increased ROI. Some of these emerging methods include: