B2B Marketing in the Digital Age: Strategies for Breakthrough Success

Did you know that from 2016 to 2019, the number of B2B buyers who wanted to research online before choosing a supplier increased by 85%? And the rate of online supplier evaluation increased by up to 285%? That's according to McKinsey. The Covid-19 pandemic merely accelerated this trend. If you still think B2B marketing is just about face-to-face meetings, phone calls, or cold emails, it's time to change your mindset.

In reality, the B2B buying journey has shifted significantly to the digital realm. Your potential customers are already researching, comparing, and evaluating before they even contact a salesperson. This presents a major challenge: How can marketing go beyond just creating awareness to guiding customers through the entire sales funnel until they are ready to buy?

The B2B Buying Journey Has Changed Permanently

Previously, marketing was only responsible for awareness and interest, perhaps even just generating some consideration. But now, marketing must take on a larger role: guiding customers through the entire funnel, from awareness to evaluation. Customers decide whether to include your company in their evaluation list long before they pick up the phone to call a salesperson.

Therefore, if your CEO is still investing too much in the sales team while neglecting marketing, it's a big mistake. Businesses need more marketing resources, more focus, to create opportunities for the sales team. The time salespeople have to interact with customers is shrinking because customers are already well-informed. Consequently, service and product providers must rethink how to effectively support sales (sales enablement).

Permanent Changes in Marketing Functions

I asked over 80 CMOs at my company: “What will change permanently?” The answers revolved around three main themes:

• The increased speed of online content access by both consumers and B2B customers.
• Marketing taking up more of the sales process than before the pandemic.
• Purchasing has become largely digitized, allowing businesses to expand their markets beyond geographical boundaries through digital marketing and remote sales.

A prime example: A church in Southern California, which only served its local community, built a solid digital strategy when it went online during lockdown and quickly reached a million people. This shows that geography is no longer a barrier if you know how to leverage digital tools.

How to Build a New Marketing Strategy?

If a B2B company wants to execute marketing effectively – including website, SEO, and lead generation – the strategy needs to be built on three factors:

• Clearly understand the company's strengths: What are you best at?
• Understand what customers truly value: How have their needs and desires changed after the pandemic?
• Analyze competitors: What strategies are they implementing, especially on digital platforms?

From there, you will answer questions like: How are we different? What is our unique value proposition? How can we position ourselves ahead of competitors? What pricing adjustments are needed? Which market segments are suitable?

There's no magic bullet, but there are best practices. Your strategy should be guided by insights into your customers, competitors, and your company's internal capabilities.

General Marketing is Becoming Obsolete

A noteworthy point: The CMOs I spoke with all agreed that “marketing generalists” are becoming obsolete. Today, there is no room for a “full stack” CMO – strategy must be executed in parallel with performance marketing. You need true experts who deeply understand each channel and tool to optimize effectiveness.

So, are you ready to transform? Or are you still holding onto old ways of thinking? Look at the numbers: B2B customers are online more, and they are more self-sufficient in seeking information. If you don't show up at the right time and place, they will find your competitors.

Open Conclusion: Have You Changed Yet?

The B2B world has changed. Marketing is no longer a supporting department but the main driver of revenue. The question is: Is your current marketing strategy truly aligned with the digital customer journey? Or are you still relying on outdated methods?

I believe there's no one-size-fits-all formula, but listening to customers and continuously adapting are key. What do you think? What changes has your business implemented to adapt to the digital age? Share your thoughts in the comments section!