From AI-driven personalization to the strategic use of video and the integration of select B2C tactics, the B2B marketing landscape has transformed rapidly in recent years—requiring brands to evolve their approach accordingly. As buyer behaviors continue to shift, reaching your audience has grown more complex, but leveraging proven B2C practices can provide valuable insight and help pave the way for more meaningful engagement and stronger results.
Embracing B2C Best Practices
The once deeply etched line between B2C and B2B has become blurry. Increasingly, organizations that were once B2B diehards in their approach to marketing content have engaged in content that focuses on personalization, storytelling and digital engagement much more in line with B2C practices.
From influencer partnerships and video content to social media campaigns and highly personalized strategies, marketers are using B2C tactics and making an impact on decision-makers.
Just because they’re making buying decisions for their company instead of for themselves as a traditional consumer doesn’t mean decision-makers aren’t moved by personalized content. Even short-form, mobile-friendly content available through multiple marketing channels is proven to make an impact.
Videos and Webinars
Since the pandemic, face-to-face interactions have taken a back seat to remote work, where digital interaction is the new normal. And while short articles and case studies are highly influential, two of the most popular content assets B2B marketers use are video and virtual events.
Gone are the days when a decision-maker would solely gain the bulk of their information about a product or service from a salesperson before making a purchase. Rather, they’re scouring the Internet to educate themselves. And studies show that 89% of marketers use video in their strategies because they know video is more impactful than text alone.
For those who cherish real-time dialogue, webinars hit the sweet spot. They can absorb the interactive demonstrations, get valuable insights from expert panels and engage in Q&A sessions.
Aligning with AI
From personalization to predictive content planning, organizations have embraced AI for numerous advantages in their B2B marketing. Automated lead scoring, campaign optimization and predictive analytics – all possible with AI – have reshaped how content creation happens.
Nike, Heinz and Coca-Cola are name brands that have jumped on the AI bandwagon and aren’t looking back. They’ve strengthened their brand identity, delivered highly personalized experiences and boosted engagement, all through the use of AI.
Reshape Your B2B Marketing Strategy
At SJC Marketing, it’s our business to track the changes in buyer behaviors and keep tabs on the latest trends and technologies that shape the marketing industry. Let us help you with your B2B marketing. Ready to build trust, loyalty and long-term relationships? Contact us and let’s get started.