New social norms, behaviors, and technologies are just some of the ways the Covid-19 pandemic has changed our lives forever. From the way we interact with each other to our content consumption patterns, everything in our world is different and B2B marketing is no exception.
Today’s B2B buyers do everything remotely and digitally, from their workplace to what they read to their purchasing decisions. They don’t care where they are in your sales and marketing defined customer journey map. They want specific information that will support their purchasing decisions and provide an easy way to buy. In short, B2B buyers look a lot more like B2C buyers these days – and that makes B2B marketing harder than ever.
How are we adapting to this new era of B2B marketing and how are we going? How do we make B2B marketing more precise, adaptable and efficient? How can we connect, align and respond to today’s digitally savvy B2B buyers in a more personal and meaningful way?
After many conversations with coworkers and coworkers struggling with the same challenges, my team at Integrate found 10 ways to change your mindset to adapt and thrive in today’s B2B world with a precise demand marketing framework .
1. Take a buyer-centric perspective
It’s a buyer world and we live in it. It’s no longer about meeting marketing-driven vanity metrics or just coordinating with sales teams; It’s about creating experiences that are aligned, aligned and personalized with the needs and preferences of the buyer. All employees with customer and prospect contact must have a 360-degree view of the customer and his interactions with your company in order to enable customized communication.
2. Be open to business
While account-based marketing (ABM) is an important part of any demand strategy, marketing must be ready to respond to both known and unfamiliar buyers and accounts that are in the market and showing intent. This applies to any channel they want to get involved in, at any point in time.
3. Establish a single point of truth
You need to break down silos and connect your technology and channels to get a single view of high quality buyers and accounts. That means integrated systems, dashboards and metrics that drive sales, marketing and customer collaboration.
4. Put data governance at the center of everything
Marketable and compliant data is the foundation of all your marketing efforts. From building a great customer experience to developing strong strategies, data quality is critical to supporting your buyers across all channels. With Google and many other companies abolishing cookies by 2022, this will only get harder the longer you postpone it.
5. Precision targeting
Prioritize your target account list to make sure you know which customers and buyer groups will need your solution. Add intent data to capture buyers early on and meet buyers right where they are to get the right message across to the right buyer at the right time.
6. Get personal
Personalize interactions and treat buyers like people, not numbers. Don’t think of B2B as business-to-business; Think of it as a business-to-buyer. Which is also not the same as a business-to-org chart box.
7. Meet buyers wherever they are
Create seamless, meaningful, multichannel experiences that deliver targeted, relevant messages to buyers wherever they are. You already know that it takes multiple taps to break through your messages. Get creative to diversify these touches.
8. Spend where it matters
Measure and understand your performance so you can maximize your budget and optimize performance. Take a multi-touch, omnichannel approach to meet shoppers where they are, when they want, and with the information they need.
9. Be agile
Be ready to change your strategies based on the changes in the world around you. Be prepared to stay ahead of your market, buyers, and business needs to adapt to changing circumstances. Know when it’s time to take a break and put your plans on hold so as not to go numb during turbulent times.
10. Build buyer-centric and buyer-focused teams
It’s a team effort. Teams need to work together to accelerate demand activity and orchestrate personalized, relevant experiences for buyers across all channels.
Marketing today is about harnessing our knowledge of B2B and changing our mindset to align it with the needs of our buyers. It’s no longer about being marketing or sales oriented; it’s about being buyer-centric. B2B marketers need a better strategy to compete in today’s world. They have to be more precise, more networked and more agile. You need to deliver personalized, meaningful experiences to the right buyers at the right time to connect with buyers and ultimately build trust. The world has changed and we have to change with it. Are you ready?
Deb Wolf is the CMO of Integrate, a provider of enterprise marketing software and solutions. With over three decades of experience in designing marketing growth strategies and company direction, Wolf also has the unique perspective of being a 3X Integrate customer and former member of the customer advisory board.