It is nothing short of a well-entrenched fact that buyers are dynamic.
What do we mean by that? Well the thing is, the B2B environment doesn’t stay as is because when it comes to creating strategies in lead acquisition and appointment setting, businesses know too well that the buying climate can change at any second.
Blame it on new technological advancements. Blame it on these spontaneous paradigm shifts within the B2B industry. But the second that companies lose clients and observe a dramatic drop in conversions, they only have themselves to account for their failure to adapt to recent trends. Successful companies know better than to be satisfied with the way they currently handle things. By understanding the changes currently taking place, these companies are able to weather these drastic and often unpredictable shifts.
In her recent contribution to Business 2 Community, Brenda Stoltz gives three(3) important realizations for surviving the current wave of changes in the B2B marketing world.
1. Marketing Owns the Customer Experience
Your sales team used to be the face of your brand to potential customers. These were the people who walked leads through the buying process, nudging each person gently until he made a purchase. Now, marketing is taking that role.
Marketing must step up to keep the customer’s experience simple and rewarding. This is in such a high demand that many companies are now teaching sales teams marketing tasks. With landing pages, online checkout pages, and email sales funnels, it’s the marketing department’s job to manage the customer’s experience with the brand and ensure it’s delightful from start to post-transaction.
2. Personalized Engagement is No Longer an Option – It’s Paramount
Marketing must feel personal too.
In today’s data-driven world, personalization is easier than ever before. You can send mass emails and personalize each one so it sounds like you’re talking face-to-face. You can use retargeting to make your advertisements more effective.
Today’s consumers don’t just appreciate the personalized experience — they demand it.
3. Marketing Spending Moves to Digital and Data Driven Technologies
Print isn’t dead. It’s just not as cost effective as it used to be. Now, modern marketers are making the shift away from traditional mediums to digital, data-driven technologies. Newspaper ads are getting replaced with Facebook ads. Television commercials are getting replaced with YouTube commercials. Why? Because digital marketing is more focused and more accurately tracked than their traditional counterparts. You can make fast changes and adapt to consumer demands without investing a fortune up front.
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