The Change Occurring in B2B Marketing

The Change Occurring in B2B Marketing

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For the past two years, there have been interesting shifts happening in the B2B enterprise like how buying decisions take place and who’s responsible for them.
This was something that the people of Caterpillar noticed when they launched four videos entitled “Built for it” for their brand campaign 6 years ago. They realized that the B2B audience was now hanging out online and is younger. Thus, they embarked on a more human, approachable and significant brand.
We are not oblivious to the fact that B2B’s audiences are online. 89% of B2B researchers take advantage of the internet during the B2B research process. Some may say that this hasn’t been much of a change from 2012. But looking at it deeply, we’ll see that the percentage of people using digital technology remains constant while what’s happening behind the scenes haven’t.
In the pursuit to find an answer, Google collaborated with Millward Brown Digital to conduct a study fielded way back 2014. They surveyed 3,000 B2B researchers about their research, purchase habits and usage of digital technology. At the end of the study, the results debunked a number of widely held B2B marketing beliefs. Also, expressing major connotations for B2B marketing game plans. Here are some of these myths:
Millenials aren’t making B2B business decisions. In actuality, nearly half of the overall researchers count are millennials. The shift in B2B researcher demographic these past few years are dramatic. There was an even mix across age groups in 2012 and age 18 to 34-year-old bracket was accounted for almost half of all the researchers count, an increase of 70%, in 2014. It will be a wrong move not to market to this group.
Not many researchers of B2B use mobile. Mobile usage has intensified. B2B researchers are using it throughout their entire path. According to this study conducted by Google, 42% of researchers use a mobile device during the B2B buying process and 49% of B2B researchers who use their mobile devices for product research do so while at work. Considering this, it’s imperative that you provide them with rich, user-friendly, mobile experiences.
The marketing target should be C-levels. The environment of influencers around the B2B research process has altered. 81% of non-C-suiters have a say in purchase decisions. Marketing only to the highest level means disregarding the people who also need to notice you.