To paraphrase Ferris Bueller, “Today’s B2B buyer moves pretty fast. If you don’t stop and look around once in awhile, you could miss ‘em.” And as all good marketers know, what worked in the early days of the internet — and even what worked 5 years ago — simply won’t fly today. Take a look at these two extremely telling statistics:
18% of consumers use ad blocking software, and that number is expected to double in 2016.
1 million B2B sales jobs in the U.S. will be obsolete by the year 2020.
How can B2B organizations combat this massive restructuring of their business models? Find out in our upcoming webinar, B2B Marketing in 2016: New Roles and Trends You Need to Know About, on Thursday, February 18th at 1 pm EST. We’ll be joined by Mathew Sweezey, Principal of Marketing Insights at Salesforce, who will demystify the rapidly changing B2B marketing landscape in 2016 and beyond.
Until then, let’s heed Ferris’ advice by stopping to look at three important ways marketers can reach B2B buyers and hit their pipeline goals.
1. Customer Advocacy
“The switching economy is estimated at $1.7 trillion dollars — making it the 10th largest economy in the world, and making churn a major issue we must face,” Mathew Sweezey points out. Add to that the fact that it costs five times more to acquire a new customer than to keep an existing one, and it’s clear why customer advocacy is so important.
Customer advocacy goes beyond typical customer service because it extends to the entire company. It means putting the customer first in every aspect of your business — from your support team and your sales reps to the content you create and the product itself. A culture of customer advocacy invokes a sense of trust in your potential clients, which is crucial for today’s B2B buyer.
2. Dynamic Content
According to Digital Capital Advisors, 86% of shoppers believe personalization influences what they purchase — and marketers agree. In fact, 94% of marketers say that personalization is an important part of their strategy.
Of course, it’s impossible to manually personalize every interaction someone has with your company. That’s where dynamic content comes in. Dynamic content is HTML content on landing pages, in emails, or on your website that changes based on who’s viewing it. For example, your pricing page could change based on the user’s country, or an email could include personalized calls-to-action for contacts with different job titles (e.g., CTO vs. intern). The possibilities are quite literally endless.
Micro-actions, Sweezey explains, are small, phatic gestures that show a business cares about their customers and knows what they want. As he puts it, “These are the likes, comments, shares, reshares, etc. They are able to reliably break through the infinite noise because they are warranted, wanted, and valued by consumers and cannot be blocked by adblockers.”
Liking a potential client’s post on LinkedIn is a micro action. Making sure they see your banner ad is not. The goal here is to build rapport, not to immediately sell your product. In a world where B2B sales reps are only engaged once a purchase decision has already been made, marketers have to fill in the gap with these authentic and personal online interactions.
Learn more in the upcoming webinar.
Ready to get to connect with your B2B buyers on an even deeper level? Click here to grab your spot in the February 18th webinar. See you there!