B2B sales leaders often hit roadblocks trying to connect with today’s customers. Why is it so difficult these days? Because modern B2B buying behaviors have shifted drastically. Buyers are more informed, independent, and deliberate about purchasing decisions than ever before.
But here’s the good news – digital marketing can transform how you approach today’s complex B2B purchasing process. A well-executed digital strategy aligns with your target buyer’s preferences, helps streamline the B2B buying process, and turns challenges into opportunities.
If you’re frustrated trying to figure out how to understand B2B buyer behavior in a technology-driven world, we’re here to help. Find out how digital marketing can help you better understand, engage, and convert B2B buyers.
Why Digital Marketing is the Way to Go
B2B companies often feel stuck and unable to grow sales because they can’t figure out how to connect with their audience. You want to have a conversation about how your solution can solve your audience’s challenges, but you can’t seem to reach target buyers.
Perhaps your business has tried traditional advertising, which is more of a scattershot approach to reach as many prospects as possible and hope someone calls or emails your company. But this approach lacks precision and control.
Digital marketing lets you be precise with your message, control how you reach prospects, and provide measurable results that can help refine the approach. And, this is where B2B advertising is heading.
- A recent survey found that digital advertising spending will overtake traditional ad spending for B2B companies by 2027.
Your company can get ahead of the competition now by investing in digital marketing to better understand, target, and convert prospects. Take a look at how digital marketing puts the power in your hands to turn frustration into success.
How Digital Marketing Helps You Engage B2B Buyers
Let’s review the step-by-step process of how digital marketing can help you solve mysteries about your target buyers and convert them into customers.
Understand B2B Buyer Behavior (Research)
The first step toward addressing B2B buying behavior is understanding it. Today’s business buyers are younger, more tech-savvy, driven by data, and demand transparency at every stage of the buyer’s journey.
Research shows that 77% of B2B buyers prefer to perform their own research before even speaking to a sales rep. They use vendor websites, reviews, and comparisons to feel more informed before they talk to your team.
To keep up with this shift, sales and marketing teams must be aligned. You can lean on marketing to conduct in-depth research to pinpoint your buyers’ preferences, pain points, and decision-making processes.
Analytics tools, customer feedback, and surveys can help your team map out the B2B buying decision and understand your audience, creating valuable intelligence for your sales team.
Target B2B Buyers with Efficiency (Engagement)
Once you understand the behaviors of your target audience, the next step is efficient targeting throughout the B2B buying journey.
A major challenge in the B2B buying process is managing buying groups, which often consist of multiple stakeholders. These groups research and evaluate your product or service from various angles, making it crucial for you to deliver tailored messages to each decision-maker.
This is where digital marketing excels. By developing personalized content and leveraging tools like retargeting ads, email campaigns, and website content, you can address the specific needs of decision-makers and influencers in buying groups.
For example, you can use content to support the sales process in these ways:
- Use LinkedIn ads to target individual decision-makers.
- Leverage SEO strategies to create content that targets specific keywords your prospects will be searching for, helping you bring them to your website.
- Create email campaigns for segmented lists that address each buying group’s specific challenges at every stage of the buyer’s journey.
These strategies allow you to connect with the right audience at the right time, positioning your solution as the answer to their challenges.
Convert Prospects Into Customers (ROI)
Digital marketing equips B2B sales teams with the tools to convert prospects into customers, delivering measurable ROI. By incorporating digital marketing strategies into your sales funnel, you can build a seamless buying experience that guides business buyers toward making confident purchase decisions.
Here’s how marketers and sales teams can collaborate to increase conversions:
- Develop landing pages tailored to different stages of the B2B buying process – from awareness to consideration to decision to success.
- Offer interactive experiences like webinars or product demos to address specific questions from buying groups.
- Use CRM platforms to track buyer behaviors and follow up with leads at the right moment.
The result is a marketing and sales function that works in harmony. Once the machine gets cranking, you can turn information about your audience’s behavior into actionable leads and long-term relationships.
Work with Us to Tap Into B2B Buyer Behavior
Navigating today’s B2B buying behaviors might seem overwhelming, but you don’t have to do it alone. A digital marketing agency like Marketing Refresh can do the heavy lifting of understanding the B2B buyer behavior in your market so you can focus on generating sales.
Our agency uses data-driven insights to fine-tune digital marketing campaigns, ensuring your marketing dollars are well spent on lead generation efforts.
Don’t leave your sales teams frustrated because they can’t reach prospects. Give them the tools they need to overcome the challenges of the B2B buying process in the digital age. Talk to us today about how to get started.
FAQs
1. How can digital marketing improve B2B sales?
Digital marketing enhances B2B sales by aligning marketing strategies with buyers’ independent research habits. You can use personalized content, retargeting ads, and data analytics tools to engage and convert prospects effectively.
2. What role does research play in understanding B2B buyers?
Research helps sales and marketing teams uncover buyer preferences, pain points, and decision-making processes. This critical information can help inform effective marketing strategies.
3. What strategies can businesses use to convert prospects into B2B customers?
Businesses can convert prospects into customers by creating stage-specific landing pages, offering interactive experiences like webinars, and using CRM platforms to track and strategically engage with buyers.
4. How can businesses efficiently target B2B buying groups?
Efficiently targeting B2B buying groups involves personalizing communication to meet the needs of multiple stakeholders. You want to tailor messages to specific buyers to enhance engagement and decision-making speed.
5. Why is it beneficial to partner with a digital marketing agency to support B2B sales?
Partnering with a digital marketing agency gives businesses expertise, data-driven insights, and resources to optimize sales and marketing strategies. Your company will be better positioned to engage with B2B buyers and maximize ROI.
