Why improve your digital marketing strategy for b2b companies?

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Given the constant need for companies to reinvent themselves, improving the digital marketing strategy for B2B companies is essential. Learn about the benefits of doing so.

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The way your customers buy has evolved, is your sales strategy still based on 90's closing techniques and cold calling?

Today's buyer first researches, analyzes, evaluates and then makes a purchasing decision. Even more than 50% of this decision process is built without your sales team. How is your company influencing this purchasing decision process?

Do deals with clients close in more than 3 months?
Is it becoming more difficult for salespeople to get new customers?
The purchase typically depends on a committee that evaluates and authorizes the purchase.
If you answered yes to any of the questions, it is a sign that your business is immersed in the changes that have occurred in B2B sales in recent years:

The decision to purchase projects typically occurs in long cycles, lasting more than 3 months.
Products have become “commoditized.” That is, there are multiple suppliers that represent a competitor or substitute for your product, so differentiation is important.
In B2B purchasing processes, 5 to 10 people are involved in decision-making.
In response to these changes, your company must adapt through a digital marketing strategy for B2B companies that is aligned with business objectives and commercial efforts.



5 reasons why you should improve your B2B digital marketing strategy
90% of consumers are undecided on a particular brand before beginning a search (Status Labs, 2018).

One of the main reasons why it is convenient to optimize the b2b digital marketing strategy is that business to business customers are a more informed public, that is, they are clear about the type of product and service they need. Faced with hundreds of competitors, how can you be part of their list of options?

Keep in mind that they will be looking at possibly 10 options, plus your company, and instead of going to each one in person they will be doing their search from their computer or even a mobile device, so having a digital presence is vital.

Nowadays, one of the ways to build trust in people is through multiple channels, organic positioning, social networks, emails, applications and more.



1. Adapt your company to new trends
Marketing is a field with multiple variants and constant renewal, so adapting the b2b digital marketing strategy to digital trends is of utmost importance to stay current. You don't want to be left behind while your main competitors advance.

Nowadays, it is not surprising that people go from the offline world to the online one in a matter of seconds, resulting in new habits that influence searches and purchase intention.

The products or services they search for, the websites they visit, the videos they colombia phone number data watch, and in general, the information they consume, not only express intention, they are also transforming the conventional marketing conversion funnel .

That's why digital marketing is constantly evolving. Trends, technologies and tactics are never final; what works today may not work tomorrow.

Here are some of Google’s digital marketing predictions for 2020:

Short Videos: Have you heard or seen any TikTok videos? These days, short videos are extremely engaging pieces of content for people.
Voice Assistants: It is becoming more and more common for people to use a voice assistant to carry out their daily activities, search for information, send emails, and more.
Improving mobile experiences: Although the conversion rate on mobile devices is lower compared to that on computers, the gap is expected to narrow.
Data-driven marketing: Basing your strategy on predictive analytics aims to achieve a better return on investment in digital efforts and more revenue.
Personalization: No two purchasing journeys are the same. With the help of machine learning, it is possible to understand customer journeys and, therefore, add value at key moments.
Companies looking to increase their competitiveness know that the best way to achieve this is by using digital technology to be in the same place as their customers. In many ways, a successfully applied b2b digital marketing strategy can mean growth or stagnation for a company.



2. Participate in your customers' purchasing journey
Adapt to the evolving relationship between sellers and consumers

Improving your presence and reputation in digital media is of utmost importance. It is estimated that up to 90% of the research and decisions that customers make to become buyers are done online.

If your company has a good digital presence and reputation, it will be one step ahead in the selection process.

What a B2B client is looking for is a company with which they identify and which has the capacity to understand their needs, in addition to services and products that are predisposed to satisfy them.

How to participate in the consumer purchasing journey?

Inbound marketing . With the inbound methodology, customers are at the center of the strategy. In this sense, all teams are aligned to attract, interact with, and delight your customers.
Invest in updating your website, landing pages, and blogs to match the ideals of your buyer personas , as well as adding calls to action that drive the next step.
Create campaigns for SEO and SEM positioning in search engines. Direct new content towards these strategies and update existing content to generate consistency. It is important for algorithms to show your company when users perform their search.