How do B2B companies deal with the next phase of digital transformation when it comes to their own content channels? Let’s find out how host Tim Maitland spoke to Mike McCalley, VP at Vixxo, a facility management company. McCalley has a long career in marketing leadership, working for GE, Flowserve and CECO Environmental.
When discussing the digital transformation for B2B, McCalley said that it depends on the buyer who makes the decision as each generation has their own familiarity with technology – from “digital aliens” to “digital natives”.
The buyer journey is also important. It has moved from being relationship-based to being buyers who seek information and want to learn. “Your digital presence is your silent seller,” said McCalley.
That’s right because it’s always there and available. McCalley also noted that there is a misunderstanding about B2B buyers and that their decisions do not involve emotion.
“You have to prove that your product or service will make them more money, but you also have to make them feel good and that you are an expert in the field,” he said.
Brands can do this better than ever by owning their own media channels, including podcasts, streamed events, and their websites. The time has come to develop for brands. “Either the disturber or the disturbed,” commented McCalley.
B2B companies spent a lot of money on trade shows before the pandemic. McCalley pointed out that the value is this right now. In contrast, digital events are recorded and are available to keep attracting new viewers.
For the future of personal events, McCalley thinks a hybrid approach is likely. “From my point of view, trade shows are wild cards, but I think that more vendors will be in person while attendees will be more selective so digital presence and option will be required.”
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