Today's B2B buyers are calling the tune

Today’s B2B buyers are calling the tune

B2B marketing is a dance between marketer and customer.

The purchasing decision is never easy, so the marketer must satisfy the potential buyer’s desire for more information and provide it until the moment is right to convert the prospect into a customer.

But technology won’t be playing the same tune this year. The tempo has changed. Music is different. And the dance steps are faster.

The marketer and the customer once danced the tango. They’re making the corner now.

yesterday’s waltz

Things that used to work are thrown away. “Traditional sales calls fade into the background,” said Lisa Ohman, COO of SEO solution Ubersuggest. Affiliate programs can increase sales with just five to 10 percent of membership. “The rest is noise and burden,” she said.

“As in any industry, tactics and techniques fall out of favor.” Said Dennis Shiao, founder of B2B agency Attention Retention

“Five to seven years ago, two of the most popular tactics for B2B marketers were infographics and SlideShare… These days, marketers still create infographics, but not as often as they used to. SlideShare has unfortunately become irrelevant.” said Shiao. The first infographic got a lot of attention, but today, a single infographic is hardly noticeable among many floods.

“The lack of results is a big reason why tactics fall out of favor,” said Shiao. “Tactics that continue to produce results do not fall out of favor. An example would be well-written, long-form blog posts, but achieving success with them is more difficult today than in the past. ”

“The ebb and flow of channels and tactics is strange; they go up and down, but they rarely die,” said John Wall, a partner at analytics firm Trust Insights. “Digital ads are becoming less effective as privacy becomes a bigger concern and prices increase at the same time,” he said.

Why do we care about B2B marketing?

The whole cottage today is sparkling clean

It would be cynical to say that new technology only empowers a person to do the same old thing in a new way. The cow path is paved with golden bricks of stupidity. The challenge is figuring out how the marketer can find a way to leverage new technology that plays into future strengths. Record a video.

“I would use a broader term for the multimedia category,” Shiao said. “It covers slide-based webinars, audio podcasts, app screen shares, and more… multimedia content should complement written content… But the sweet spot combination for me is a high-quality written article placed alongside YouTube or Vimeo videos. copy.”

“We’ve found that for many organizations, written content is most commonly early in the purchase process and video is used closer to the moment of purchase and post-purchase, but this is different for each product.” Wall added.

Ohman said that written content is great when someone is looking for information, but video can reveal the value. “I don’t need the article. Show me.”

Social media is another way of approach, but it should be more than just a place to throw content.

Ohman sees an opportunity to take social media to the next level. “Don’t talk about yourself. Get someone else to talk about you.” Creative partnerships come in handy here as “people are looking for social proof”.

“LinkedIn is always our first choice for B2B.” said the wall. “The fact that it’s business first and it’s the paying customers that recruit. [there]It makes it something completely different from social networks that are built solely on advertising, which then creates incentives for clickbait and other sensationalism.”

“While B2B companies need to own their brand arms and have a presence on major platforms, start by picking one or two to focus on.” said Shiao. “One tactic I’ve found successful on Twitter is to find Twitter chats in your industry. A Twitter conversation takes place on a specific day and time (around a specific hashtag) and usually lasts for an hour. Join the conversation from your brand’s Twitter handle. Compared to all your other Twitter activities, engagement from these chats can go through the roof. ”

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Learning new steps without missing the beat

So what can B2B marketers do? Despite all the changes, the marketing fundamentals remain the cornerstone of the application.

“Embracing new technologies is always a challenge, on the one hand you need to learn how to broadcast effectively on the new platform… and then have marketers who can communicate effectively through copywriting and compelling content that is an art in itself.” said the wall. “Do everything you can on the product marketing side for B2B marketers. This will give your content more credibility and help you better communicate value.”

“Go back to the basics that have nothing to do with a change in thinking or a new technology. It’s about understanding your target audience.” said Shiao. “I often say that my wife knows me better than I do. B2B marketers should try to get to know their target audience better than they do. This comes from studying and observing them, and also requires interacting with them (for example, having meaningful conversations). Your content and campaigns will be much more effective if you know your audience better than they do, or if you know them as well.”

People are struggling with new technology and the change it brings. Why risk a new technology that can achieve a five percent or zero conversion if an existing technique can deliver a two percent conversion? Sometimes it pays to try a manual technique on a smaller scale to generate and measure change, then understand how the customer is using this new information in their buying journey.

Here’s the best practice on Ohman:

  1. Personalization. “Be grumpy about it.”
  2. Encourage your employees on lead generation and sales support to bring the human experience.
  3. Driver value. Even if you provide value at the expense of “sharing the secret sauce,” do it anyway. It can unlock new levels of opportunity.
  4. Data. Data. Data. Data. Data. The more useful you find it, the better.

About the author

William Terdoslavich is a freelance writer with a long history covering information technology. Before writing for Martech, he also handled digital marketing for DMN. A veteran generalist, William has covered employment in the IT industry for, big data for Knowledge Week, and software as a service for He also worked as a feature editor for Mobile Computing and Communications and feature section editor for CRN where he had to deal with 20 to 30 different technology topics during one editorial year. Ironically, it is the human factor that draws William to write about technology. No matter how much people try to organize and control information, it never works out exactly the way they want it to.

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