The world of B2B marketing has never been without its challenges, but then the sector’s never been as influenced by the technology as it is right now.
Today’s digital era means we now have a new breed of customers to market to whose buying habits are rapidly changing, not to mention rapidly evolving.
Digital technologies enable consumers to experience brands in entirely new ways, as well as be much further down the sales funnel before they reach out to an organisation.
Research published by McKinsey found that two-thirds of the touchpoints that are within the active-evaluation phase of the buyer journey involve consumer-driven marketing activities, such as online reviews and word-of-mouth recommendations. Only a third of these touch points involve company-driven marketing.
Consumers also have a lot more information at their fingertips too. Whether that’s info they’re actively going out and looking for or details that are being sent to them, such as adverts, emails or sponsored posts.
Many marketers are turning to ABM to reach out to their target audiences. But here’s the thing, many of them are also finding that the technique is only effective if you can identify the right fit accounts.
Once you’ve worked out how to do this, then you can develop a process that enables you to scale. Then you need get to work on identifying consumers’ specific interests and how they change throughout the buying journey.
Sounds simple, right? Well, it is, if you have good data to work with because targeted accounts don’t just pop up as and when you need them, you need to spend time pinpointing where they are. And if you’re armed with good data, then it’s relatively straightforward.
But not as straightforward if you’re plugged into our Nexus customer behaviour platform. Our pioneering platform enables you to constantly track the buying behaviours of your target customers and use this insight to create behavioural based audience segments. Thanks to Nexus’ insight, you can understand where customers are in the buying journey and target them with relevant and timely content.
Our CEO, Jon Clarke, reveals how Nexus works its magic in our short video. Check it out now and find out how we can help you to stay relevant and keep your customers engaged with your campaigns.