The COVID-19 pandemic changed people’s lives in various different ways, including new social standards, behaviors, and technologies. Everything has changed, from how people engage with one another to how they consume content, and B2B marketing is no exception.
Today’s B2B buyers do everything remotely and digitally, from where they work and what they read to how they make purchasing decisions. They are not interested in where they are on the sales and marketing-defined buyer’s journey map; what they want is specific information that will help them make informed purchasing decisions and will make the process simpler. B2B customers increasingly resemble B2C purchasers, making B2B marketing more difficult than it has ever been.
In this new era of B2B marketing, how do organizations adapt and move forward? How do they improve the precision, customization, and efficiency of B2B marketing? How can they connect, align, and respond more personally and meaningfully to today’s digitally aware B2B buyers?
Also Read: 3 Factors Marketers Should Consider When Auditing B2B Marketing Strategy
Here are some ways that CMOs can leverage a precise demand marketing strategy to adapt and succeed in today’s B2B marketplace.
Consider it from the buyer’s point of view
It’s a buyer’s market out there, and businesses are taking advantage of it. It’s no more about meeting marketing-driven vanity metrics or just aligning with sales teams; it’s about providing linked, aligned, and tailored experiences that cater to a buyer’s wants and preferences. To deliver personalized communication, all customer- and prospect-facing employees should have a 360-degree perspective of the customer and their interactions with their organization at their fingertips.
Be available for business
While account-based marketing (ABM) is an important component of any demand strategy, marketing should be prepared to respond to both known and unknown buyers as well as accounts that are in the market and demonstrating intent. This is true regardless of the channel they choose to use at any one time.
Create a single source of truth
For a single picture of high-value buyers and accounts, businesses should break down silos and link their technologies and channels. Integrated systems, dashboards, and KPIs that support sales, marketing, and customer collaboration are examples of this.
Be flexible
Businesses should be willing to adapt their plans in response to changes in the world around them. They should also adapt to changing circumstances in order to stay ahead of the competition, and can avoid being tone-deaf in times of turbulence if they know when to take a break and put plans on hold.
Meet customers where they are
Enterprises need to design multi-channel experiences that are seamless, meaningful and offer targeted, relevant messaging to customers wherever they are. Businesses already know that breaking through with their messaging requires several touches, so they need to get creative in diversifying those interactions.
Also Read: Significance of Multichannel Digital Marketing in Today’s Era
Create teams that are buyer-driven and customer-focused
To expedite demand activities and organize personalized, relevant experiences for buyers across all channels, teams should collaborate.
Today, marketing is about taking what companies already know about B2B and aligning their thinking with the needs of their customers. It’s no longer about being driven by marketing or sales; it’s about being driven by the buyer. In order to compete in today’s world, B2B marketers need a robust plan. They need to be more precise, well-connected, and adaptable. To connect with consumers and ultimately improve confidence, they should give individualized, relevant experiences to the appropriate purchasers at the right time.
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