B2B buyers are coming back, with more than half reporting that COVID-19 won’t influence their software purchasing decisions. However, marketers are struggling to keep up with the altered marketplace and 45% said their first foray into digital advertising was during COVID-19. Additionally, buyers are more likely to switch vendors now than before.
Marketers must adapt to the new B2B buyer reality by rethinking KPIs, pivoting quickly, and getting creative to make the most of budgets. Buyers are seeking personal ways to make contact when ready to buy, so marketers should ensure all channels can deliver. Virtual events should also be re-examined, as customers seek safe ways to communicate directly with businesses.
In addition to digital channels, marketers should focus on customer call volumes, and consider larger, more infrequent events with unexpected speakers and topics. As well, team learning and development should be re-examined to invest in social media or email content training. The right KPIs and metrics should be tracked to compete with other brands.
B2B Buyers Are Back: Three Ways Your Marketing Team Can Profit
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By making community a core part of your strategy, your brand can create better products and achieve higher engagement and retention rates. But building your community on someone else's platform is full of risk.
Today, most people expect brands to foster open channels that enable businesses to actively listen to feedback, address concerns promptly, and personalize user experience. A channel that has proven adept at doing all that and more is a brand online community.