Why Your B2B Marketing Needs Specialized Marketing Tools?
B2B marketing has unique needs. As a B2B marketer, you exhibit extraordinary skills. On top of all this, marketing technology has improved by leaps and bounds. This has directly resulted in the evolution of the B2B audience. Hence, they have become self-aware and have started making decisions on their own. So, it’s only natural that your B2B marketing needs specialized marketing tools. As a result, old-school marketing processes and tools like CRM have become obsolete.
But, there’s more to this than meets the eye. B2B marketing is extremely complicated. Hence, marketers need to be even more careful when it comes to B2B marketing. They need to be precise in their efforts. One false move and everything will start going down. So, here’s why your B2B marketing needs specialized tools.
#1: Complex Decision-Making Process
The target audience of B2B marketers does not comprise of one individual. More often than not, it’s a small group of people who are higher up in the chain of command in a certain business. They are responsible for taking all sorts of decisions and that involves ones that revolve around buying new products.
So, you are technically marketing the same product to the same company but to different individuals who have separate tastes. You have to ensure to get everyone on board if you actually want them to make a purchase. This makes the decision-making process a lengthy and complicated one. Times like these, it would be easier if you had a tool like marketing automation that would allow you to track these decision-makers. It will help you understand where they stand so that you can be on the same page as well.
#2: Longer Sales Cycle
B2B products are complex and expensive. They usually have a steep learning curve. That means a company will think twice and hard to ensure that the product they are buying is suitable for its employees. Since it is expensive as well, there are higher stakes involved. Honestly, no one wants to invest so much money into something and then find out that it is not suitable for their company.
All these complications add to the fact that the B2B audience goes through a long, drawn-out sales cycle. A longer sales cycle raises questions of its own. The first one is audience attention. Throughout the sales cycle, you need to make sure that the lead nurturing process and thorough and unique. You need it to be unique so that leads enjoy the time they spend with your brand and want more. They should not feel unimportant and then leave the cycle midway only to buy your competitor’s product.
However, as simple as it may sound, any other generic marketing tool will not help you tackle a longer sales cycle. You will need a sophisticated marketing tool to meet these B2B marketing needs. This tool should allow you to engage better with your audience and nurture them exactly the way it needs to be.
#3: Omnichannel Experience
Nowadays, your B2B audience is present on all marketing channels. Some of these marketing channels are not your traditional B2B marketing channel. More often than not they fall under the B2C category but that does not mean you should shy away from it. You need to embrace this and make your brand’s presence felt across all these channels. Otherwise, you risk losing out on business.
Social media websites and mobile should become a priority for you. But, you will not be able to launch marketing campaigns on these channels using simple marketing tools. You will once again require the services of something like a B2B omnichannel marketing automation platform in order to launch campaigns. More importantly, you will have to ensure that your campaigns are consistent throughout. If they are not consistent then your audience will soon be able to figure out that your efforts are disparate and will start flocking over to your competitor for a better buying experience.
#4: Personalized Relationships
B2B marketing is extremely personal in nature. Most B2B businesses have a small customer base and it becomes important to turn these customers into long-term repeat prospects. Retaining customers is important and the sooner you learn that the better off you will be. Of course, it takes time to develop trust. But, in this day and age where everything is digital and face-to-face interactions seldom happen, you need to make the most of the technology that is at your disposal.
You cannot possibly personalize interactions with a CRM or any other generic marketing tool. Nor can you create customized landing pages for your old customers. For this purpose, you need to invest in something more specialized, something that will help you gain new customers and retains older ones at the same time.
Investing In Marketing Automation
In order to satisfy your B2B marketing needs, the best tool that you can get is a B2B marketing automation platform. It serves as a one-stop shop for all your specific requirements and helps you save a lot of resources. You can give MarketingLeo a try, for 14-days completely free. It will give you a good idea of how much you can achieve when you have an omnichannel marketing automation platform by your side!