How do you deal with this modern world where consumer behavior is constantly changing? Where are your customers? These and other questions are what we will answer throughout this article.
B2B marketing trends for this year
Although we addressed some of these issues in our article “ Trends that will shape marketing ”, you should be clear about at least these key points in B2B:
Omnichannel
Dark Funnel
Omnichannel: the ability to implement transversal strategies
In case you haven't heard of omnichannel, here's a quick rundown: it malta business email list refers to a marketing strategy that uses multiple communication channels and platforms to effectively reach consumers. These channels can include social media, email marketing, search engine advertising, television or radio advertising, newspaper or magazine advertising, and any other medium that allows you to communicate with your customers.
b2b clients
Why is it trending? Because it allows companies to adapt to changes in consumer behavior and take advantage of opportunities that arise across multiple channels. For example, if a company uses omnichannel, it can reach consumers through multiple platforms (such as LinkedIn, emails, SEM, programmatic…) which allows it to reach a wider audience and adapt to changes in consumer behavior.
Why is this important? Mainly because it allows businesses to offer a coherent and consistent experience to consumers across any of the channels that the audience is on. For example, if a consumer searches for information about a product on a website, but then sees an advertisement for the same product on television, it is important that the information presented is coherent and consistent across both channels. This way, consumers can trust the information they receive and feel more confident when making a purchasing decision.
Dark funnel or the “dark funnel” in which your clients find themselves
You are probably having a hard time finding your customers, especially if we are talking about an industrial or business-to-business environment . Why is this happening? Because there are actually certain behaviors that cannot be monitored, such as in interpersonal relationships or in interactions between businesses. Many economic agreements are generated outside of what we consider the “business ecosystem,” such as meetings in restaurants.
The same is true in the digital environment. There are certain online behaviors that cannot be tracked. In other words, it is the invisible buyer’s journey, where prospects become leads seemingly out of nowhere, and our CRM is not able to identify the prospects’ behavior.
It’s very common for many B2B companies to have a mysterious source of “direct traffic” to specific web pages (such as blog posts). This unattributed direct traffic is a big part of the dark funnel.
