The Rising Importance of Digital Marketing in B2B

The rise of digital marketing in B2B

So, exactly where does digital marketing fit in within the B2B sector? It won’t have gone unnoticed that digital is taking over more and more, which does impact on the trajectory of your marketing strategy. As a powerful tactic, digital marketing is a bit of a Swiss army knife, helping drive interest, nurturing leads, building brand awareness, and driving sustained business growth.

Empowering Buyers through Self-Education

A survey conducted by DemandGen Report revealed a staggering statistic: 77% of B2B buyers prefer not to engage with a salesperson until after conducting independent research. How to they carry out this research? Let’s look at the same survey:

This trend underscores the importance of providing ample resources for self-education online. If you fail to offer valuable insights and information on your website, you risk being overlooked by prospects in favour of competitors who do.

Website Content: The Cornerstone of Digital Marketing

At the heart of effective digital marketing lies compelling website content. White papers, articles, reports, and webinars serve as powerful tools for building credibility, addressing pain points, and showcasing the benefits of products or services. White papers and reports offer in-depth insights and analysis, guiding prospects through complex decision-making processes. Meanwhile, articles provide relevant industry updates and best practices, positioning you as thought leaders and trusted advisors. Webinars offer interactive learning experiences, allowing prospects to engage directly with experts and gain valuable knowledge in real-time.

Email Sequences: Guiding Prospects Along the Buyer’s Journey

Leveraging email sequences based on triggers enhances the effectiveness of marketing efforts by delivering timely and relevant content tailored to each recipient’s interests and stage in the buyer’s journey. Automated email sequences triggered by specific actions, such as website visits or downloads, nurture leads, provide additional value, and gently guide prospects towards making a purchase decision. By maintaining regular communication through personalised email sequences, you can stay top-of-mind and build trust with their audience over time.

The Power of Social Media in B2B Marketing

Social media has become an indispensable tool for B2B marketing, offering a platform for amplifying website content, engaging with prospects, and fostering community interaction. By sharing informative articles, customer testimonials, and behind-the-scenes glimpses, you can build brand awareness, trust, and loyalty among your target audience. Social media also provides an opportunity for real-time engagement and feedback, allowing you to address customer enquiries and concerns promptly.

Allocating Resources Wisely: The Gartner Perspective

According to Gartner, a leading research and advisory company, a staggering 56% of your marketing budget should be allocated to digital marketing initiatives. This statistic just goes to show the critical importance of digital channels in today’s hyper-connected world, where online interactions shape perceptions and drive purchasing decisions.

By investing in digital marketing strategies that resonate with your target audience, you can maximise your ROI and stay ahead of the competition.

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