B2B buying decisions don’t happen in an instant. They’re the result of multiple touches, in multiple platforms, over days, weeks, months, and sometimes, even years. Nurturing leads in this type of an environment has numerous challenges.
Powder your nose and smile for the camera, because if video isn’t already a part of your content marketing strategy, it will be soon. The good news is that while the quality of video marketing tech has gone up, the cost has dropped significantly.
A key nuance in B2B email is acknowledging that the person who chooses to buy a product and the user aren’t necessarily the same. For B2B email marketers, this means added challenges when it comes to creating messaging that will get noticed.
B2B marketers must connect with prospects as early as possible. Making direct mail an integral part of their multichannel contact strategy can help companies influence customers, build brand presence and create a comprehensive strategy to close the sale.
Technology solutions are making that process easier for marketing teams by automating the creation of content aimed at driving engagement, as well as allowing the creation of custom social audiences that are based off of existing CRM data that marketers already have.
The shopper marketing standard—crunching consumer data to gain insights that lead to campaigns, communications and other marketing messages—is entering the modern era to advance shopper marketing efforts that impact consumers in real-time, often using state-of-the-art technologies.