B2B Marketing: From the offline to the digital world

Digital has created new behaviors in B2B buyers.  oman telemarketing To support this, here are some relevant figures provided by Google to understand the behavior of the digital B2B buyer:

• Potential buyers begin their online research journey . On a search engine (e.g. Google, youtube, etc.) seeking to understand how solving the most common customer complaints can become a golden opportunity for the company  . The product or service, what attributes . Are valuable, what is best for their organization . What potential suppliers exist in the market, among others.When contacting a potential supplier . They already have a short list of potential suppliers . That they consider suitable for the business, as well as . A moderate understanding of the product or service they require.

• The senior executive receives information and analysis from non-executives to make the decision and it is mobile number list  the non-executives who filter the options and make recommendations. B2B marketing must influence the decision-making team and not just the senior executive.

• B2B companies should complement their communication with video content. “But YouTube is for musicians, artists and people with free time!” some people might think. It is not entertainment content that is required, but audiovisual content that helps to understand how the product or service helps the potential client, and to clear up any possible objections they may have to buying it or choosing a specific supplier.

• The implication of this point is simple: your business website must be built for mobile devices. That is, it must display correctly on a cell phone or tablet and not show a nearly unreadable version of the website made for a computer screen.

This new buyer persona leads to some B2B digital marketing essentials:

• Search engine advertising (SEM) and organic positioning (SEO)
• Content quality (content marketing)
• Digital customer lifecycle (customer journey)
• Marketing automation

Since the research process starts on a search engine, it is necessary for the B2B seller to be found on Google. There are two ways to appear in search results:

• Search Engine Marketing (SEM): This involves paying to appear at the top of the search engine for certain searches made by users on Google or any other search engine. You bid on a search term relevant to your product or service, place an ad, and pay each time a potential customer clicks on the ad to go to the advertiser’s website.
• Organic positioning (Search Engine Optimization – SEO): This corresponds to appearing in the non-paid (organic) results of the search engine. A good position in the organic results depends on three main factors:
  • The keywords (or search terms) selected for the business.
  • How the website is implemented: if it is technically well built for the search engine to index and interpret it, and
  • Inbound links: links on other websites that lead to the seller’s website and constitute votes of confidence for the referenced website.

A B2B buyer performs an average of 12 searches and 70% of them watch videos.

this means that quality content is essential, as it will be this content . That will tip the balance in favor of one provider or another. This strategy is known . In the industry as content marketing.

Regardless of the format, written or video, content should be professional . And help move a potential customer forward . In their buying process. The type of content to be created should follow . The sales process and address the prospect’s main concerns . And worries during their evaluation and comparison process.

Furthermore, when used correctly, these quality contents . Become a mechanism to generate qualified contacts, when the b2b seller exchanges content . For the basic contact information of a potential . Buyer (e.g. Registering to participate in a webinar).