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  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    JO MACDERMOTT

  • INTRODUCTION

    If you’re running or marketing a business on behalf of someone else, you know how important it is to stay relevant,

    especially when it comes to marketing.

    Whether you focus on B2B or B2C marketing, your customers’ needs and expectations are evolving faster than

    ever before and it can be exhausting for even the most knowledgeable marketers to keep up.

    Many of the changes that are taking place, especially in the B2B marketing arena are not immediately obvious.

    The marketplace is shifting in ways that most of us wouldn’t have predicted a few years ago and these changes have

    great implications for B2B marketers and businesses overall.

  • SO WHAT ARE THESE CHANGES AND WHAT DO THEY MEAN FOR

    MARKETERS?

    At Next Marketing we have experienced first hand the rapid evolution of B2B marketing over the past couple of years. We believe that understanding these fundamental changes is the cornerstone of any successful B2B marketing campaign. Without this knowledge there is a danger of falling behind or missing out on opportunities in the future.

    And it’s not just us. A recent report released by Google in partnership with Millward Brown Digital highlights a number of these recent shifts and the implications they have for B2B marketers all over the world.

    As a marketer it is important to know who your audience are and what they want, so you can meet them on their territory and communicate with them in an appropriate and effective way. Keeping up to date with all the latest changes and developments lets you find the most effective marketing methods for your B2B business so you can grow into the future.

    This e-book presents some of the research from Google and Millward Brown Digital along with our own experiences here at Next Marketing.

    https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 4

    DECISION MAKERS ARE EVERYWHERE,

    NOT JUST AT THE TOP

    You’ve probably heard the saying that if you want something done, go straight to the top. While this may have been true five years ago, it is not necessarily the case in today’s business environment.

    Just because someone has the authority to sign off on a purchase doesn’t mean they are going to be the one making the actual decision. This is an important distinction when you are targeting employees in another business.

    In many businesses today, for major purchasing decisions the process begins much further down the food chain. As businesses adopt a less hierarchical and more agile structure it is often the more junior employees who are responsible for researching potential purchases, evaluating them and being very actively involved in the final decision.

    This shift is highlighted in the report by Google and Millward Brown, and it is something we have noticed ourselves over recent years. We see many businesses that target their marketing almost exclusively to senior executives, and struggle to understand why they are missing out on orders.

    When marketing to other businesses, up until now it’s been considered best practice to focus mainly on the higher-level executives, the perceived decision makers. However, in today’s business environment, neglecting junior employees could mean overlooking the very people you need to get noticed by. »

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 5

    DECISION MAKERS ARE EVERYWHERE,

    NOT JUST AT THE TOP

    THE WAY FORWARD

    If you are looking to get the attention of the most influential people in a particular organisation, it pays to do your research and find out exactly who they are. As an overall strategy it may be worth designing your marketing materials to appeal to different employees at different stages of the purchasing journey.

    More junior employees may be heavily involved in researching and finding products and services so it makes sense to reach them at this stage in the overall process. The earlier they can find you, the more opportunity you will have to get their attention and convince them that your products or services are right for them. Once you have them on board, they are more likely to use their influence with their superiors who have the final say.

  • Neglecting junior

    employees could mean overlooking

    the very people you need to get noticed by.

    5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 6

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 7

    YOU CANNOT AVOID MILLENIALS

    ANY LONGER

    Millennials are a force to be reckoned with in the workplace, and their presence is growing. Unfortunately, many businesses and marketers have misunderstood Millennials or placed them in the too hard basket, focusing their efforts on the previous, more familiar generation of employees.

    You could get away with this a few years ago, as the majority of business decision makers were from an older demographic, but as Millennials take over a larger portion of the workforce and rise to higher levels in their careers, ignoring them is no longer an option.

    These days it’s highly likely that Millennials are the people doing the research to find new products and services for their employers, and they may also be the ones making the final decision and signing off on purchases. Smart marketers will be aware of this and take steps to ensure they are reaching this growing group, even if it means taking a step out of their comfort zone.

    WHY ARE MILLENNIALS DIFFERENT?

    Millennials are a unique generation. Because they have grown up with the Internet, they are far more digitally savvy than previous generations and they use technology in a different way to their predecessors. While this may be daunting to the less tech savvy who are not part of this generation, marketing effectively to them involves making use of digital in a whole new way. »

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 8

    YOU CANNOT AVOID MILLENIALS

    ANY LONGER

    THE WAY FORWARD

    While it’s important to take a tailored approach to your B2B marketing, when you think about targeting Millennials there are a few factors you will need to keep in mind. These include making use of mobile marketing and apps, and placing engagement and relevance at the forefront of your strategy.

    As they get older and rise to more senior positions, the presence and influence of Millennials in the workplace is only going to increase. If you aren’t marketing to this group yet you will need to in the future, so you may as well get started now.

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 9

    As they get older the

    presence and influence of Millennials

    in the workplace is only going to

    increase.

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 10

    MOBILE IS MORE CRUCIAL THAN EVER

    Digital marketing has been around for a while now, to the point where some would argue there is no separation between marketing and digital marketing any more as all marketing is digitally based.

    Even though the terminology may be the same as it was a few years ago, digital marketing is constantly reinventing itself. While consumers are still using digital as much or more as they were previously, the way they are using it is different.

    One of the main changes to take place in digital marketing is the rise of the mobile platform. Mobile marketing is most often discussed in relation to B2C marketing but increasingly, mobile platforms are being used by B2B consumers to research and identify new products and services.

    Here are some of the activities that B2B researchers use their mobiles for: • Directly contacting businesses about products • Purchasing products directly • Comparing products • Comparing prices • Reading about products • Watching videos about different products

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 11

    MOBILE IS MORE CRUCIAL THAN EVER

    THE WAY FORWARD

    As a savvy B2B marketer, it’s a good idea to give potential customers an opportunity to interact with your products and business over mobile at every stage of the buying process, including the purchasing stage if possible.

    A few years ago mobile was primarily used in the early stages of research. Now customers expect to use their mobiles for every stage of the process. Having the facility for them to do this can greatly increase your online visibility and give you the edge over your competition.

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 12

    The terminology

    may be the same

    but digital marketing is constantly reinventing

    itself

  • 5 THINGS EVERY B2B MARKETER SHOULD KNOW

    NEXTMARKETING.COM.AU | PAGE 13

    START GENERIC

    Generic is not a concept marketers usually embrace, but when it comes to search engine visibility it

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