How to overcome unique B2B digital marketing challenges

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges. Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience markets, and higher ticket prices. In addition, they must first generate leads to follow up on as opposed to selling a product directly. This makes B2B marketing challenging. While I can’t cover every challenge you may face in your B2B marketing efforts, let’s look at some common obstacles you may be facing and how you can overcome them to grow your business. Embrace digital marketing If you’re reading this article, you may have already embraced digital marketing as part of your business growth efforts. Or maybe you’re still trying to understand if digital marketing is right for you. After all, business has always been good and you have plenty of new and existing customers to keep you busy. So why go all-in on digital marketing? Truth be told, the old way of face-to-face marketing and sales is quickly becoming obsolete. According to a 2014 Accenture study, only 12.4% of buyers want to meet with a sales representative in person or even over the phone . A significant majority (71%) prefer to perform online research, with or without the help of a salesperson. A handful of questions for B2Bs looking to maintain or earn their digital authority might be: Are you going to become a destination for research or let […]

Categories: Digital Marketing
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