Emerging B2B e-commerce Marketing Strategy
As per a major study by Smart Insights, 76% of B2B organizations have a well planned digital Marketing plan. Trends in B2B marketing have always changed with time and have evolved with the incoming of COVID-19 pandemic induced lock-downs. With change in consumer behaviour, B2B organizations have to adapt and revamp their marketing strategies to keep up with the monumental shifts in the global economy. After being pushed into a rapid change around the marketing strategy to survive the devastating effects, most of the B2B marketers are now looking forward towards the emerging trends in the e-commerce arena.
Art of Relationship Foundation-
In this age of automation, it is very important to build personal relationships. Anyone can hold Zoom meetings or send an email, however the time invested to build relationships are what helps in building the foundation of businesses. Even though most of the business processes can be automated, the act of relationship building with consumers and understanding their needs can go a long way into improving your business directions. The right marketing plan will just make your conversion rate skyrocket.
Account-Based Marketing -
Account based marketing helps in foremost building long-term relationships and converting such customers into nurturing and engaging high-value accounts. Marketing and sales teams can work together to hit targets on best accompanied accounts and turn them into viable income resources. Therefore, personalization can become a huge deal when it comes to B2B marketing. A focused approach, in the age of information abundance, can bring in positive results for the market use to fight for the attention of potential consumers.
E-commerce and Artificial Intelligence-
There is no way to say this, but artificial intelligence is here to stay and rule all aspects of marketing. AI assist marketers in providing key insights that can further be utilized in creating personalized content and optimizing SEO. To analyse pain points as well as data points, AI can further automate improved features and generate quality convergence and leads. AI integration can help marketers better understand the consumers and improve their experiences. While making timely decisions to generate brand specific content, a better communication network can be established between consumers and businesses while using artificial intelligence with enhanced automation.
Strategic Partnerships-
Creative partnerships across varied partners is very relevant from business point of you. These kinds of relationships help businesses with creating complimentary services while supporting each other. An alliance is built while keeping a consumer’s best interests at heart. As per sales force, 86% of B2B companies utilize their website as furthering respective communication channels and partnerships. Therefore, creative strategic partnerships can go a long way to building a result oriented marketing strategy.
Human-to-Human Marketing-
As the times are changing, B2B marketers are slowly shifting towards the benefits focused, product oriented marketing that is primarily value focused and helps in generating a loyal customer base. Every interaction with the customer is aimed towards creating an incredible journey for the consumer. This will further push into higher success chances for the digital initiatives in and by the marketing team. Therefore, it is pivotal to the marketing plan to understand the market audience and knowing the problems faced by the customers on a day-to-day basis. With a loyal base of customers, more business can be drawn from existing consumers which showcases the understanding businesses bring into customer’s journey of goals, needs, preferences and concerns that multiplies into increased revenue chains.
Conversion Rate Optimization-
Conversion rate optimization also known as CRO helps in increasing the conversion percentage from home website or a mobile application. While validating hypothesis through AB testing and multivariate testing, a B2B company can multiply its sales lead quality and volume that is generated through campaign landing pages. Adding several calls to action copy, while removing distractions and making the entire signup process easy, can lead to strategic and creative test conversion elements. Even though automation becomes a greater part of the mock marketing process, B2B brands can still in by the human trait by being creative in their marketing approach.
B2C Experiential Marketing-
B2C experiential marketing is slowly covering its tentacles into the BTB territory. Through various product as well as digital journey is a standout marketing plan can work upon an increasingly competitive battle to drive the train to words a memorable experience for the consumer for years to come as per a major research, 80% of decision makers that visit websites wish to see articles that focus on their pain points rather potential ad from partners. Therefore, imbibing some characteristics of B2C marketing into the B2B add an hour can come off as a game changer.
Focus on Content Marketing-
It won’t be wrong to say that content marketing is here to say stay for a foreseeable future. Almost 50% of B2B organizations outsource their content marketing to at least one of the content marketing activities. And it might come as a shocking fact that content marketing course as low as 62% of other marketing channels. Therefore, content marketing cannot only generate brand awareness but also enhance the existing trade channels. 2022 will witness a mega wave when it comes to content marketing innovations.
WAY FORWARD
Change is the only constant. B2B marketing will have to imbibe both the art of relationship building and science of automation to obtain best results.
