Over the past several years, marketers have experienced a convergence in how they’re connecting with buyers in B2B and B2C spaces. For example, companies are now engaging with B2B buyers by building relationships and personalization, tactics commonly associated with the B2B marketing.
These changes are largely driven by the personal habits of targeted audiences, like those of Millennials who now make up 35 percent of the American workforce. Studies show that people in this age group are largely digital natives who trust customer reviews over brands and deeper levels of engagement. And they’re making up an increasing number of decision-makers in the work environment.
While there are a growing number of similarities in the way marketers reach B2B and B2C buyers, the B2B industry still presents distinct challenges that require a different marketing strategy. These include longer sales cycles, more decision makers and more content resources to guide the buyer journey.
Successfully marketing to prospective B2B customers requires a deeper understanding of these challenges, as well as their expectations at different stages of their buyer journey. The right B2B marketing strategy will differentiate your brand in relevant ways that lead to brand awareness and, eventually, brand loyalty.