The B2B industry saw a bit of reckoning in 2020. The industry that historically focused on product attributes and lead attribution was forced to reset during a year full of crises. The COVID-19 pandemic accelerated new marketing trends, and traditional means of engaging, selling to, retaining customers became further outdated. Throughout 2020, B2B marketers were forced to adapt: shifting their goals, experimenting with new tactics, managing expectations, and adjusting messaging to account for the fragile state of the world.
While many brands have long talked about customer-centricity and customer obsession, it really came into focus last year. Organizations realized that they have to actually be customer-centric—and they have to be able to recognize, respond and react to their interpretation of what customers are saying to them. It isn't about a single channel any more. It's about creating the ideal consumer experience across channels—and that might be different for every consumer that you're talking to, at any given moment you’re talking to them.
Targeting the right audience is key to success in a competitive market. Having the right data is central to gaining insight into who you should be targeting and when, but relying only on customer data is no longer enough to be successful. Using intent data to gain a better understanding of your audience is fast becoming the future of B2B marketing. Intent data provides businesses with insight into the process users go through when looking to buy their product or solution. It does this by tracking intent search terms through a combination of IP addresses and cookies and is collated using a range of digital sources.
Tailoring paid media campaigns to search intent can also help to improve performance as it allows you to use your budget more effectively while increasing the rate of conversion.
In order to help provide guidance around this new post-pandemic landscape of B2B marketing, Group Futurista is happy to present its “Future of B2B Marketing” webinar with revolutionary keynotes, case studies, and industry-leading speakers.
Register Now to secure your Digital Pass
Topic We Cover
Directors, Heads, Managers, Specialists of -
This is an online event. You do not have to travel to any specific location. You can participate from your convenient location. The virtual event is accessible from a computer, mobile and tablet devices.
Your login details will be emailed to you ahead of the event. You can use those details to access the online event.
Absolutely. We are counting on you to invite others! Help us spread the word. You can simply share the link to this page, and they can register at their convenience.