‘Consumer is King’ is an age-old marketing mantra. And exponential technology advances are only placing more power in the hands of the consumer. A plethora of information is now readily available at the disposal of consumers. And consumers are using this information to take intelligent, informed purchase decisions and to make buying a pleasurable experience. Digital revolution has already changed the way B2C marketing operates. It is time that B2B companies realize that business buyers are consumers, too. So, how is digital changing the B2B marketing scenario?

 

In the past, B2B companies would launch an ad in the hope that it would attract buyers. Cold calls, personal rapport with buyers and lead generation campaigns were tools to drive sales. But B2B marketing is not that simple anymore - buyer preferences and attitudes have undergone a sea of change. When a B2B company launches an ad today, it will only prompt potential customers to learn more about the company and its product/service. Buying decisions would probably not even be on the horizon. 

 

Today, buyers are hungry for more information and want to get the maximum bang out of their buck. Before starting the buying process, B2B buyers want to research products and services on company websites, read white papers, scan reviews on blogs and forums, check videos online and validate their research on social media platforms and online communities.

 

How can B2B sellers adapt to this change? The key is to engage and develop a relationship with the target audience on digital platforms. It is critical to understand that it’s not about pushing products and services at buyers, but rather pulling their attention that will work. However, in today’s oversaturated online world, getting customer attention can be a humongous task. But it is possible if relevant information is regularly targeted through appropriate digital channels like emails, company websites, review forums and social media platforms. This will improve visibility of products and/or services of B2B companies. It will also provide them with a chance to interact with potential customers and influence their purchase journey.

 

Digital has forever changed B2B marketing. Today, a buyer is in charge. And buying process will continue to evolve as newer technologies come into play. But content marketing strategy and social media presence will work for B2B companies who are patient enough to wait and watch how ‘digital’ works for them.