Four essential B2B marketing strategies to put your best digital foot forward
B2B buyers spend about 27% of their buying process independently researching online. This number keeps dropping as the process gets more personal — 18% when researching offline, 17% when meeting potential suppliers and maybe only 5% or 6% when meeting a sales rep.
These preferences stretch marketing efforts, as it becomes important to capture the interest of a potential buyer on digital channels (such as email marketing, content marketing and social media marketing). Software-as-a-service (SaaS) vendors must put their best digital foot forward to make a strong impression on potential B2B buyers and stay on their radar.
Digital marketing strategies carry even greater importance in the wake of the COVID-19 pandemic, when 46% of B2B software buyers say they have accelerated their software purchase/implementation timelines. However, this stimulus to software sales experiences a headwind from budget cuts and shrinking resources that are taking away the time and money a B2B marketer could have invested in digital marketing.
In such situations, prioritizing impactful and low-cost inbound marketing channels with effective B2B marketing strategies can be a boon to a SaaS provider’s marketing efforts.
We discuss four B2B marketing strategies that can help teams improve their digital presence and increase the overall effectiveness of marketing efforts.