Why Do You Need Digital Channels In Your B2B Marketing?
Business-to-business (B2B) marketing is incredibly important for many organisations, but it has changed a lot in recent years with the rise of technology and particularly working from home taking centre stage.
The way in which we market is constantly evolving as digital technology, including artificial intelligence (AI) advances. But it was the Covid-19 pandemic that perhaps led to the most significant shift in the way in which B2B sales happen, making digital channels much more important.
In fact, research from McKinsey found that, post 2020, almost 90 per cent of B2B sales now happen remotely, with digital interactions considered two to three times more important among buyers than more traditional sales conversations.
That means if your organisation is not focusing on its digital presence with strong B2B digital marketing, it is likely to be left behind. Firstly, because your customers won’t find you when they’re doing their research online and secondly because even if they do find you, many want to be able to interact with you via digital channels.
What digital channels do B2B buyers use?
However, there is a balance to be struck. Gartner’s research found that by 2030, 75 per cent of B2B buyers will want to have human interactions as part of the sales process, rather than just self-serve AI platforms. That means you need to meet people where they are – attract and interact with them digitally while also giving them a way to speak to a person.
Among the digital marketing channels B2B businesses need to use are social media, particularly the platforms where their buyers and decision-makers are most likely to hang out, email marketing and broader content marketing, such as blog creation.
Your company’s website is one of the most important channels to focus on, but email, mobile apps, procurement platforms and even online chats are also part of the mix. Overall, research suggests B2B buyers use more than 11 touchpoints on their customer journey, many of which are digital.
With technology constantly evolving and buying habits changing with it, you need an experienced digital marketing consultant to help you maximise the channels that will bring the greatest wins for your business.
Focus on one area first
If you don’t know where to begin with your digital marketing revamp, we recommend starting with one area and expanding from there. Given the importance of a business’ website in this day and age, this is a good place to begin.
Make sure your online and offline branding are aligned and, if your brand needs a revamp, explore how best to do this across all of your channels. A branding strategy session with experienced marketers will help you not only create a compelling brand, but also develop strong digital marketing campaigns to support it and spread the word.
You need every touchpoint your prospective customers visit to feel as though they are part of a cohesive whole, which is why getting your overall branding right is essential.
Make sure your online and offline branding are aligned and, if your brand needs a revamp, explore how best to do this across all of your channels. A branding strategy session with experienced marketers will help you not only create a compelling brand, but also develop strong digital marketing campaigns to support it and spread the word.
You need every touchpoint your prospective customers visit to feel as though they are part of a cohesive whole, which is why getting your overall branding right is essential.
This process will also help you better understand your customers and target audience, enabling you to create tailored digital marketing campaigns that speak to their pain points and provide solutions to their problems – all increasing the likelihood that B2B buyers will start a conversation with you.
