B2B marketing has changed dramatically in the last 18 months and is set to continue on an uncertain road in the near future. While it has had a year of new learning and discovery in 2021, the train cannot stop here.
Even before the pandemic, the B2B industry was evolving, and it has continued to do so during the crisis. There are several classic examples of marketers and sales professionals who took on the challenge of selling online and remotely, adjusting their methods along the way and emerged victorious once the pandemonium subsided. They viewed the interruption as a challenge that would help them evolve into a new version of themselves sooner in the race.
Here are some key lessons that B2B companies can take away from the year 2021.
A company’s heart and soul are its buyers
Clients were affected in a similar way by the pandemic that drove firms to cut their spending. Most B2B organizations’ new sales pipelines were slowed because they were no longer open to looking at products and services.
Sellers felt compelled to consider things from consumers’ points of view. They began to comprehend their prospects’ obstacles and devise a strategy for overcoming them with the limited resources at their disposal. The stereotypical sales sector revealed its humanitarian side and morphed into a benevolent hand.
According to Instapage by Post click, 77% of consumers have chosen, suggested, or paid extra for a brand that offers a personalized service or experience to help them connect with it. They have proven their worth for any firm by taking center stage throughout the pandemic.
Non-linear communication methods are becoming more popular
Internal and external communications are a marketing team’s bread and butter. Personal connections have always been at the heart of marketing communications. Still, when the world transitioned to a digital environment, marketing professionals were forced to make a drastic departure with decades-old techniques. After a long period of searching for a viable solution, marketers discovered that non-linear communication was the answer last year.
According to BBC news, video consumption accounts for nearly a third of all internet traffic, with the lines between B2C and B2B becoming increasingly blurred as purchasers become more aware of these new advancements in their personal lives. As a result, in 2021, marketers began to incorporate new communication channels, including AI, chatbots, and video, into their plans. Video has a distinct advantage over other digital media because it maintains the robust human connection that has traditionally been a hallmark of marketing. Furthermore, customers and staff alike are happy with the customized and distinctive approach that they have grown to expect from their personal consumption of video.
Everything revolves around the customer experience
The necessity for businesses to avoid focusing on random marketing and instead look to consumers’ expectations for experiences was highlighted this year. Consider this: the company’s primary goal is to generate leads and opportunities. Marketers should perfect specific touchpoints to do this. Marketers who fail to do so risk missing out on producing a high-quality experience. The pandemic taught marketers that they needed to be far more empathetic to the overall customer experience.
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