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If you asked a business in 2019 what they thought of when they heard the term B2B marketing, most would say that it is an outdoor marketing activity that involves marketing products and services to clients in person. If you ask this question now, the answer won’t really be the same. The pandemic has changed how entrepreneurs operate their businesses, with remote working set-ups being at the forefront of work culture today.
In terms of marketing, face-to-face sales pitches and traveling has now been replaced with digital marketing and remote conferences on video sharing platforms like Zoom. The nature of B2B marketing has evolved since the pandemic and competition between businesses has become even more cutthroat and demanding. The ineffectiveness of outbound marketing strategies has made it more important for organizations to dominate the digital sphere. This article explores how B2B has evolved under the current circumstances and how your business can adapt to these changes.
How B2B has changed
Since most face-to-face interactions have been scraped, organizations are now encouraged to reach out to customers through online platforms like Zoom and Microsoft Teams. Potential leads can be found on sites like LinkedIn and other trade-based platforms. Virtual and hybrid events have found their niche while in-person events make a slow comeback in some parts of the world. Clients now want businesses to have digital conversations and to target their specific needs through online marketing. Most clients and companies now prefer the remote method of working over a traditional work environment. This demand has now made understanding the digital landscape for B2B marketing even more important.
Below are some of the changes in today’s B2B marketing climate and how your business can incorporate them into your overall marketing strategy.
1. AI in Marketing
As mentioned previously, the shift from traditional to virtual in the B2B domain means that businesses need to adapt to technological advancements that can aid them in understanding their clients better. Some of the methodologies that can help in establishing a digital presence are Search Engine Optimization (SEO), Social Media Marketing, Content Marketing and Digital Marketing with the help of client insight tools that help companies better understand what clients like and what they don’t, purely based on the data gathered.
2. Client-Centric Experience
A client-centric platform makes every touchpoint involved from beginning to end seamless and accessible. Client experience on your business’ website and other social media platforms must be frictionless to increase chances of quality lead generation. Most B2B organizations have enabled live chat services to aid customers while also making content easy to access.
3. Digital Dominance in Content
Digital marketing has completely taken over as the leading strategy in marketing effectiveness. Having a seamless customer experience is one thing, but the first step is to make your content interesting and relevant to potential customers. Your business’ content needs to cater to the digital needs of your clients. The use of blogs, video content, and virtual events are a few of the ways your business can keep clients interested in what you have to offer.
4. Outcome Tracking on all Levels
Diving into marketing stunts blindly can result in ineffective strategies that waste financial resources. You need to consistently monitor the overall performance of your digital presence and content in terms of views, engagement, and deals. Internally tracking these performance metrics will help your business understand what marketing strategies work and what don’t. This ensures that your business delivers value to clients while maintaining or strengthening these B2B relationships.
These changes affect businesses in different ways. The overall shift, however, does remain the same. How your business responds to these circumstances can determine if your business will thrive in the new digital landscape.
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