B2B marketing is changing thanks to digital transformation.
As your company undergoes this digital transformation that is affecting all industries, keep these recommendations in mind to ensure that your new marketing strategy meets the needs and expectations of your customers and company.
Most companies are undergoing a digital transformation to keep up with our highly digital society. B2B marketing is no different in this aspect as B2B digital transformation continues to revolutionize the industry. As digital transformation continues to affect every industry, it is important to have a digital marketing strategy in place to be able to keep up with the changing landscape of marketing practices. If you have yet to create a B2B marketing strategy to keep up with the digital transformation your company is going through, keep these trends and recommendations in mind to ensure that your new strategy is effective in this new digital landscape.
Digital Transformation in B2B Marketing: Key Trends & Recommendations
With digital transformation underway in all businesses, marketing technologies are now more focused on web, mobile, SEO, and even social media. When thinking about the new way you need to market to your audience, keep in mind these new digital touch points and interfaces you’ll need to utilize to connect with your target market in the best way possible.
- AR/VR Headsets
- Connected Devices
- 3D Printing
Wearables are becoming extremely popular and are a great way to market to specific members of your target audience. The same goes for AR/VR headsets, as certain members of your audience are more likely to use them, giving you an excellent opportunity to connect with those members on a deeper level. Chatbots have become essential for companies to use to make their customers happy. When customers have a question, concern or need help, it is necessary to have a way for them to receive this help anytime, anywhere.
For this reason, chatbots are an essential part of your digital transformation marketing efforts. As your company undergoes a digital transformation, keep in mind how connected most devices are nowadays. With this connectivity, you have many opportunities to connect with your audience no matter what device they’re on. This connectivity also allows you to collect more in-depth data about your customer so you can market to them much more effectively.
The first important thing to do for companies creating their B2B digital marketing strategies is to think digitally. The marketing landscape has changed a lot thanks to the internet and digital transformation. This is one reason it is essential to think digitally to keep up with our digital society. More than half of customers’ journeys today are conducted online. For this reason, marketers need to focus on digital channels to drive their marketing efforts. Also, it is important to keep in mind that B2B buyers today expect the same level of service they receive as customers. Companies need to treat their B2B buyers like B2C customers if they want to keep them happy.
Another recommendation for creating a successful B2B marketing strategy in this digital transformation period is to create compelling content for digital experiences. B2B buyers today have a very limited amount of interaction with salespeople because these buyers are relying on digital resources like videos, reviews, blogs and even social media to influence their purchases. This B2B sales transformation is causing marketing teams to think differently about the way they influence buyers. Make sure your website is one of, if not the, most helpful channels to your B2B buyers and remember that 80% of a purchase decision is made before these buyers contact a sales representative.
Digital transformation is affecting all aspect of business and marketing is no different. To keep up with the changing landscape, your marketing team needs to think differently and, most importantly, digitally. The digital transformation businesses are undergoing is an exciting chance to market to their audience better, more effectively and on a deeper level. If your company hasn’t updated their marketing efforts to fit this digital transformation, now is the time to do so.