To claim it is true that B2B marketing has changed is to overstate it! In actual fact, B2B marketing has moved from offline to online, and recently, to social media.
What is the reason why B2B Marketing changed?
The main reason behind this is the shift in the buyer's behavior. Buyers are now more educated due to the ease of accessing data. They'd rather conduct their own research on the product or service instead of receiving sales representatives' cold calls.
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The buyer's path can be described by the purchaser recognizing requirements in his company and collecting data to satisfy his requirements and finally connecting with decision-makers. They'll be halfway to their goal when they meet with sales experts.
This has led to the demand for the way of marketing to change.
If we analyze the B2B buyers specifically, we will find that the majority of B2B buyers are online.
An examination of their demographics shows that the majority of important B2B decision-makers are young people. In reality, 46 percent of B2B buyers and researchers are younger millennials. The buyers today consider the customer experience to be as crucial as the product or service itself.
Thus, B2B marketing needs to create users with an internet-based experience that grabs the attention of all individuals involved in making the purchase decision. Marketing strategies must be able to guide the sales funnel to your CRM.
One of the major modifications required to adapt to the evolving buyer habits is the alignment between marketing and sales teams.
Marketing and sales teams have to be in sync to create a strategy for marketing that is effective.