19By 2025, 80% of vendor-customer relationships will occur through exclusively digital interactions.You read that right. Currently, 70% of decision makers prefer a fully-remote experience when working with a vendor. The number gets even higher as you move toward a millennial-centered demographic. According to Bhawna Sharma, worldwide senior partner marketing manager for Google Cloud, "Customers are increasingly seeking to make purchase decisions on digital channels rather than on-the-road at conferences or in-person meetings." So what does this tell us? Your marketing efforts need to simulate a real buying/selling experience. Your dialogue should mimic real conversation; your messaging should appeal to emotion (think pain points); and most of all, you must be authentic in your storytelling and brand representation. But how you do this in a digital-first environment? In this new frontier of B2B marketing, it's more important than ever to know one thing: personalization is going to be key.Personalization works. It's time to take it to the next level.Ready for 2022's marketing buzz word? Hyper-personalization. While this term has been around for a few years, its' going to be a center focus in the coming year. It refers to practices involving methods like account-based marketing, obtaining a 360-view of your target audience, and using data, analytics, AI, and automation to acquire this information. According to a recent survey by SmarterHQ, 72% of consumers say they will only respond to personalized marketing messages they receive. Personalization is just the beginning, you must also foster customer relationships through thoughtful messaging and ongoing interaction. When you customers try to reach you, you should have a curated experience that is seamless and hassle free. Insider Tip: With features like business phone system smart-routing by Ringover, you can offer a personalized experience for your customers with less wait time and high-priority client placement. Another way to increasingly engage with your clients is hosting live events and online networking opportunities.Put on your camera face: live events are the new trend.There has been an uptick in live streaming for B2B marketing. Okay, that's an understatement. Live streams increased by 437% in 2020 on LinkedIn alone. How does this shape our marketing strategy for 2022? It means there is no excuse to avoid the opportunity to engage with your target audiences online face-to-face (well, the new version of face-to-face). Not only does live streaming offer a way to build trust in your company, it also provides opportunity to position yourself as a thought leader in your industry. Live Q & A's also generate strong leads through immediate attention to your audience. You an also host giveaways, live panel interviews, and deliver exciting company announcements this way.Final thoughtsWhile B2B marketing is quickly changing every year, we should expect 2022 to bring new horizons in the vendor-customer relationship. Companies must adapt to these changes in advance and implement new ideas to reach their audience. In our hyper-digital and mobile-first world, we can deliver a curated customer experience and forge new relationships in the coming year with new opportunities faster than ever before. Priscilla Von Sorella is the US Marketing Manager for Ringover, a simplified cloud communications software. Follow her for more upcoming articles.
< Page 9 | Page 11 >