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B2B brands must embrace digital tools to thrive in ‘the great reshuffle’

B2B brands must embrace digital tools to thrive in ‘the great reshuffle’
Written by Publishing Team

Epidemiological and emerging technologies are changing the future of work. LinkedIn’s Penry Price writes about how B2B brands can leverage existing tools to stay ahead.

People are actively rethinking their jobs, including where, how and why they work. We’re in the middle of a “major reshuffle” and B2B brands are facing new challenges, including targeting potential buyers who are leaving their jobs for new opportunities.

B2B marketers have to contend with what’s in front of them: thousands of moving or vanishing sales targets. As of August 2021, 55% of the workforce was looking for another job. For B2B players who have spent the past few years creating prospect rosters, the migration of employees means that many of the goals they have invested time and resources to identify have either left or are considering leaving their current employer.

For B2B advertisers, this employee migration can be frustrating as you are starting from scratch for a decent portion of your target audience. For B2B sales managers, it raises another dilemma – do your top sales professionals take their listings with them? While these issues may keep some B2B players up at night, the industry is ready to adapt and thrive during the big adjustment.

Investing in digital

In the past year and a half, marketers have moved from in-person conferences to online marketing awareness, webinars, paid advertising, and more. This means that B2B marketers today need digital engagement tools that build relationships with groups of buyers and other decision makers. Marketers also need to invest in tactics to reach business prospects with meaningful and relevant content that stimulates interest and sales faster than traditional wine and dining.

B2B brands need to know how to reach the right audience with the right message to show their value, drive communication and show interest in ways only possible with the frequency that online content and advertising make possible. Therefore, B2B marketers should invest in digital tools today more than ever, not only because of the global transformation we’ve done online, but also because they are effective, personal and measurable.

Inclined to the buyer’s intention

Meanwhile, this intensive course in all things digital has prepared B2B players for this moment. More and more B2B marketers are considering leveraging first-party data in their owned digital properties and integrating it with the intelligence of other digital platforms to organize customers and prospects into buyer groups based on professional attributes, similar to the way B2C segments online audiences.

But the sets purchase is only one piece. Given that only 5% of potential buyers are in the market to make a purchase, marketers and sales professionals must rely on signals to understand how, when and where they reach their audiences. This is where the buyer’s intent becomes even more important.

Buyer intent allows marketing and sales teams to better understand how likely customers and expectations are to purchase a product. For example, let’s say the marketing and sales team works for a retail-focused chatbot supplier. This clever information allows them to avoid taking a list of 1,000 people and making an irrelevant offer to most of them, wasting time and resources, and instead focus on the right 100 retail CEOs with the right message.

This precision can transform full-path strategies in important ways. As creating a wide network to attract as many leads as possible is becoming a thing of the past, B2B marketers can now spend their budget wisely and deliver a more targeted pool of leads, enabling sales teams to build more efficient relationships with qualified leads instead of From moving from one fishing hole to another. All this allows B2B players to move leads down the funnel in a more efficient and caring manner for both parties, closing more deals.

For those who spend their days thinking more about B2C marketing, buyer intent is essentially the equivalent of the purchase intent that revolutionized retail and CPG 15 years ago with the rise of online search ads across Bing, Google, and other platforms. Indeed, buyer intent, along with a true understanding of buyer groups, is a powerful data point that B2B marketers need not only in this post-pandemic world, but also in the privacy-first environment in which we live.

Connect with smarter conversations

Players who have gone through the steep learning curve in the past 20 months should feel encouraged. Even if they are concerned about getting to the right buyers at the right time as a result of a major cabinet reshuffle, we are in the middle of a pivotal moment for both marketing and sales professionals. The good news is that marketers can now target in a smarter way.

In fact, there are stronger marketing efforts at hand, which will make seller and buyer conversations smarter and more efficient. And that seems to be a fundamental lesson of the past 20 months – everyone wants to have a good time.

Benry Price is Vice President of Marketing Solutions at LinkedIn.

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Publishing Team