Marketing for Business to Business Selling and today’s Buyer’s Journey - Interview with Mark Donnigan Startup Marketing Consultant

B2B marketing has the unique challenge of often dealing with long and complex sales cycles. These can be caused by a variety of factors, such as the need for multiple decision makers, the high value of the products or services being sold, and the need for thorough research and consideration before making a purchase.

One key aspect of the B2B buying journey is the awareness stage, where buyers become aware of a problem or opportunity and begin to research potential solutions. At this stage, B2B marketers need to provide valuable and informative content that addresses the buyer's needs and pain points. This can include blog posts, case studies, webinars, and other forms of thought leadership that demonstrate the company's expertise and help buyers understand the value of their product or service.

As purchasers move into the factor to consider phase, they are actively comparing different alternatives and weighing the advantages and disadvantages of each. B2B online marketers can use this chance to highlight their product's or service's special functions and benefits, and provide case research studies and testimonials to highlight how it has helped other companies fix similar problems.
Once purchasers have actually narrowed down their options and are ready to make a purchase, it's essential for B2B marketers to be offered and responsive to resolve any final concerns or issues. In the awareness stage, purchasers are simply beginning to become aware of an issue or opportunity they need to attend to. B2B marketing efforts at this phase need to focus on informing buyers and raising awareness of the business and its offerings.
As buyers move into the factor to consider phase, they evaluate possible services and narrow their choices. At this stage, B2B business need to offer more in-depth info about their product and services and how they can fix the buyers' particular issues or needs. Marketing efforts must focus on demonstrating the worth and advantages of the company's offerings, in addition to highlighting any competitive advantages. This can be done through case studies, product demonstrations, and consumer testimonials.
In the choice stage, purchasers are all set to acquire. At this phase, B2B marketing efforts should concentrate on closing the sale and dealing with any last objections or concerns that the buyer might have. This can be done through individualized demonstrations and propositions, as well as through special deals or rewards.
Another essential aspect of serving the buyer's journey is personalization. By gathering data on prospects and using it to develop individualized and targeted marketing efforts, B2B online marketers can show prospective purchasers that they comprehend their specific needs and discomfort points. This can be done through marketing automation, CRM tools, and targeted email and social media projects.
By aligning marketing efforts with the buyer's journey, B2B companies can effectively shorten their sales cycles and increase their win percentages. By understanding where buyers are in their journey and providing the information and support they need at each stage, B2B companies can build trust and credibility, ultimately leading to more successful sales outcomes.
Get Ready, in 2023, B2B Marketing is Going to Change
As we look ahead to 2023, it's clear that B2B marketing is set to undergo significant changes and evolve in exciting new ways. Here are just a few of the trends and developments we can expect to see in the coming years:
Increased reliance on digital channels: With the ongoing shift towards remote work and the proliferation of digital tools, B2B marketers will likely continue to increase their reliance on digital channels such as social media, email marketing, and content marketing. This means that companies will need to be strategic and deliberate in their use of these channels and may need to invest in new tools and technologies to reach and engage their target audience effectively.
Greater focus on data and analytics: As B2B marketers become more reliant on digital channels, they will also need to pay closer attention to the data and analytics that drive their campaigns. This may involve using data to understand the customer journey better and optimize marketing efforts, as well as here leveraging tools like A/B testing to fine-tune messaging and creatives.
The rise of video content: Video content has exploded in popularity in recent years, and B2B marketers will likely continue to embrace it as a powerful way to communicate with their audience. This may involve creating more video content for social media and other channels, as well as using tools like live streaming and video conferencing to connect with customers and prospects in real-time.
The emergence of new technologies: As new technologies continue to emerge, B2B marketers will need to stay on top of the latest trends and figure out how to incorporate them into their marketing strategies. This could include the use of virtual and augmented reality, chatbots, and other cutting-edge tools.
Overall, the future of B2B marketing looks bright, with a range of exciting new opportunities on the horizon. By staying up-to-date with the latest trends and technologies, B2B marketers can position themselves to succeed in the changing landscape of 2023 and beyond.