B2B marketers, do you ever get the feeling that business-to-business buyers merely aren’t that into you?
Certain, they may read some of your content. They fill out a form on occasion. But even if they really make a purchase, it could feel like they will never be as invested in the relationship as you are.
A recent study of more than 6,000 B2B buyers, salespeople and marketers shows that around 28% of buyers rate their vendor relationship as ‘very good’, whereas approx 56% rate it ‘good’. That means your customer-centric sales and marketing tactics have created healthy relationships with 84% of your buyers.
These numbers are certainly a promising start. But as with any relationship, there’s always space for enhancement. The task remains to lift up the 16% who are holding out, and to turn the ‘good’ into ‘very good’.
Here are 3 important ways marketers can construct stronger relationships by addressing buyers’ needs:-
Show Buyers You Comprehend Their Company’s Business Model
It makes sense that a buyer’s key concern is that vendors know how their company makes its money. It’s knotty to show how your solution line-ups with goals if you be short of a clear picture of what the goals are in the first place. Without that comprehending, you end up pitching your solutions’ features as well as benefits, rather than showing specifically how it gets better their quality of life. That’s the opposite of customer-focused marketing.
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Prove Subject Matter Expertise and Construct Thought Leadership
Constructing thought leadership is essential for every stage of the funnel. For buyers who are merely starting to look, it puts your content at the apex of the page. In the centre of the funnel, subject matter expertise directs buyers toward your solution. In the lower funnel and after the sale, thought leadership continues to strengthen that the buyer made a good decision partnering with your organization.
Give Valuable Consultation, Education, or Tools
‘Your content should provide value’ is a fundamental principle of content marketing. It’s built into most content marketing definitions. But we’re not giving that value away—we’re proposing a trade. We swap utility for buy-in, whether it’s filling out a contact form, making a purchase, or merely continuing to explore more content on the site. The more value your content offers, the more likely it is that buyers will give in return by providing their attention as well as contact information.
Successful business-to-business (B2B) marketing in the digital age necessitates organizations to construct strong, long-lasting relationships with their buyers. You can reinforce these relationships with content that shows a profound understanding of your buyers’ business, demonstrates thought leadership, and continually adds value. With a strategic blend of quality content, you can ensure buyers are not only into you but prepared to take the relationship to the next level.