Not that long ago, being a b2b marketer was simple.The more you pushed out there, the better your pipeline. But then something changed. Here are the top 5 trends that are turning the B2B marketer’s world upside down.
. THE RISE OF THE EMPOWERED BUYER 84 9 said Word of Mouth recommendations influence their purchase decisions. buyers say start with a web search. when they’re ready to buy, they’ll find MEANING many are ALREADY 50 60 TO OF THE WAY into the buy cycle before they’ll even make contact with you.
2. THE NEW SPHERES OF INFLUENCE Q 78 of buyers are hungry for information The most consumed piece of content? around their business challenge. A The HUMBLE white paper 4if the order valueis worth more than 70 of buyers review four or more pieces of content. read research papers and postings from ‘thought-leaders’. ALL OF WHICH MEANS YOUR CONTENT SHOULD BE KING85 of b2b buyers believe companies should present information via social 60 of B2B Marketers have already implemented a social media strategy, or will 63 of B2B Marketers are either vaguely aware or not aware what is being said about their networks. in the next year. companies online.
3. CHANGING CONSUMPTION PATTERNS75 of top senior executives watch videos on business sites every week.65 visit a vendor’s website after watching a video. over half of business executives MEANING would prefer to find out more about you via their mobile device than talking on the telephone. 67 of business buyers want interesting and exclusive content through apps. So make sure you are ready. currently only 10% of the web is mobile friendly.
4. MAXIMISING RETURN ON DATA THE average marketing database AND 88 Of people report contains having lied on registration forms DATA HAS A SHELF LIFE. IF IT’S MORE THAN BUT IF YOU GET IT RIGHT, THREE YEARS OLD, THE BEST QUALITY DATA it is LIKELY that only CAN DRIVE WHICH MEANS of your data WILL BE clean and USEFUL. 70 MORE REVENUE.
5. THE inBOUND vs. OUTBOUND SEE-SAW BUT 74 of b2b marketers still find 7 THINK 72 are certain that direct mail email marketing events effective. is critical. still pack a punch.