The B2B landscape of today
B2B companies should never sit still, as options available to marketing and sales expand and evolve with current desires and trends. If you haven’t embraced multi-channel models then it’s time you started! But first, lets look at the current market, and what challenges we’re all facing:
60% of B2B buyers have already conducted research on the current market before enquiring about your services.
This means to stand a chance against your
competitors, you need a huge online presence and a strong, mature marketing initiative covering multiple channels. Your salespeople also need
to be able to speak as strongly for your brand as they can for your product.
68% of B2B buyers now purchase goods online. There has been a huge surge in people wanting to buy for business like they buy for themselves – with the ease of an online checkout. You may need to prepare for no sales calls altogether – or find a solution for your product/ service that enables an online “transaction”; like the booking of an appointment through your website.
The rise of the mobile begins to take a huge effect on marketing in the sphere of B2B. Your marketing needs to be optimized for mobile use across all channels, from website design to social media.
What is it?
Multi-channel in business refers to the use of various direct and indirect communications ultimately leading to the same business goal.
- Marketing - In marketing, multi-channel mainly adheres to the use of multiple techniques in creating interest in a product. These can be online and offline, from physical stores and events to SEO and email marketing.important ROI.
- Sales - In sales, multi-channel looks to how the salesperson interacts with a prospect leading up to a sale, along with how they leverage information to achieve the sale. Channels open to sales include the traditional phone and face-to-face, along with the more modern email and social media.
- In summary - Multi-channel starts in marketing, the better it’s embedded there, the more options sales will have open to them when it comes to converting that lead into revenue (and providing that all – important ROI!).n just a few pages, you’ll feel ready to refresh your marketing strategy, to deliver big results.
Why is it important?
72 % of consumers say they would prefer to engage with a brand through multiple channels.
This is reason enough to see how key multi-channel techniques are in business, but if you need a little more convincing – here are some compelling points:
Brand Awareness: As well as boosting inquiries and sales, multi-channel marketing does wonders for brand awareness. The more places you have a presence, the more likely people are to come across your brand.
It’s convenient: Multi-channel allows your brand to be accessible in the best way for every individual. Whether someone prefers email, social media or events, having a multi-channel model in place enables you to cover every area.