Insight into human interaction, understanding and engagement
It’s more complicated than just B2B or B2C. Digital transformation and COVID-19 are changing the way people live and do business. Companies must recognize this in their communication with clients and potential customers. In times of uncertainty, it is essential to see people as humans and communicate through insight and interaction.
Senior management must ensure that all business areas can adapt and innovate. This is essential to ensure customers’ needs and desires are met and to create strategic direction. It is not enough that sales, marketing or other individuals have all the information. The top must also have this knowledge.
B2B marketers must see the bigger picture and understand the business drivers.
To be successful, it is essential to understand and comprehend the challenges clients and potential clients face every day. It is important to get to the bottom of clients’ challenges and opportunities, not only in their work lives but also in their entire lifestyle. The two are merging more frequently; it’s no longer about work-life balance.
Marketers and salespeople must get to know their clients’ business sector and their company. They also need to understand their roles within these organizations, including the opportunities and challenges they face. Then, they can suggest solutions for issues that may arise in the future or frequently. This is best done by doing targeted research. You can take the temperature of potential clients’ and clients’ industries, job positions, or themes and identify the challenges and opportunities. Then, you can test your hypotheses with those who are at the core of the sector.
B2B research allows clients to connect with customers and get to know them better. Ask questions, listen to their opinions, and find out their pain points and pressures. How can you offer genuine solutions to their problems, questions and make their lives easier? Jack Morton, a brand agency, believes that 95% of B2B marketers waste their resources in a personal environment1. “Even B2B customers want to feel something,” this statement rings more true than ever.
Thought leadership – creating insights-driven content
Customers and peers can provide valuable insights into industry, sector, and role specifics essential for testing hypotheses and forming meaningful perspectives. Clear perspectives are key to thought leadership. This is a powerful tool for reaching target audiences and showcasing business knowledge.
In an iResearch2 survey of senior marketers and CMOs, one-third believe that opinion-based content is the most engaging. Nearly three-quarters of respondents (71%) believed that thought leadership produces the best sentiment and relationship-building results. Sixty-one percent of respondents to a survey believe that content that is issues-focused and shows an understanding of their audience’s industry or business challenges gets higher engagement. As methods for researching target audiences, primary and second-tier research were the most popular.
Thought leadership’s impact on marketing is not just limited to this opinion. According to a study done by Edelman3 and LinkedIn, 88% of decision-makers agree that thought leadership can improve their perception of the organization. After reading thought leadership content, 47 percent of C-suite executives said they had shared their contact information.
B2B research is crucial to shaping views and strategies.
How will you create valuable content if there’s no research on the topic or you can’t show perspectives from inside the industry? According to iResearch, CMOs still consider opinion-led research valuable for engaging clients and are willing to spend the most money on content marketing. Content marketing needs to be relevant to reach today’s B2B audience. You must compellingly share truthful stories and back them up with accessible evidence.
Clients require the right insights from segmented data. Clients need to understand their prospects and client base by using B2B research methods. It would be best if you were specific and targeted. Avoid generic approaches. This information can inform thought leadership and content marketing strategies, which can help clients engage on a deeper level by sector or topic.
Pandemics and political changes require pivoting with purpose.
Changes in times require new ways of thinking and behaviours. Changes in times mean that we must adapt our ways of working and behaviours. Finite recently conducted a study to determine how marketers could not meet the content demand during the coronavirus epidemic. It has been difficult for them to measure the return on investment, which is critical to B2B marketing success.