From Tech to Human: Three Post Pandemic B2B Marketing Trends
By Lee Odden
For many, the past few months have opened up giving us a taste of “return to normal” but what does that mean?
When most people say normal, what they often mean is comfortable. In the business world pre-pandemic comfortable is a dangerous place to be.
Any company that did not adjust, adapt or pivot over the past year and a half probably isn’t in business or doing as much business as they should. There have been many changes during the pandemic from digital transformation across all aspects of business to evolving expectations of customers. Companies and their marketers must be in tune with all of these changes in order to survive and thrive in a post-pandemic business environment.
One way customers have changed in B2B is that they expect more from the digital experience. Recent research shows 90% of B2B buyers will turn to a competitor if a suppliers digital channel doesn’t meet their needs. The elevation of expectations extends to service as well. “Expectations for experience have gotten so high that our traditional means of customer service simply aren’t sufficient anymore.” says Vivek Ahuja in a piece on Forbes.
Marketing is no different and the experiences companies create through their marketing are more important than ever.
As the former Salesforce chief marketing officer Kraig Swensrud, who is now co-founder of Qualified.com says, B2B marketers must prioritize “personalized, real-time experiences” to win over decision-makers who are increasingly digital-first.
There are important connections to be made between changes born of the pandemic and the trends that B2B brands need to be aware of as we enter the next phase marketing for 2H 2021 and into 2022.
Experience is Everything
“Research shows a strong correlation and interconnectedness between brand experience, customer experience and employee experience.” Forrester
Digital first B2B buyers expect continuity across channels for the information they seek as they pull themselves from awareness to consideration to decision in the sales journey. B2B brands that have adapted their marketing for digital first buyers must deliver best answer experiences that are both findable and credible.
Being the best answer for your customers with content that is comprehensive, relevant, engaging and actionable is more important than ever as competition for digital attention rises in B2B communication channels.
Optimizing best answer content experiences by making them easy to find and relevant is something many B2B marketers are tackling through renewed focus on SEO. Being found is a great start, but being found and trustworthy is even better. That’s why it is more timely than ever for B2B marketers to integrate efforts to optimize content for findability and credibility by incorporating influencers.
Many successful B2B marketers have already made this connection between SEO and influence when creating content experiences for customers. In our research for the State of B2B Influencer Marketing, we found that 50% of B2B marketers surveyed are integrating influencer marketing with SEO. We …read more
Source:: Top Rank Blog