Like it or loathe it, everything now happens in the digital space. Dating evolved first; business followed. Yes, Covid, opened the gateway when it closed office doors, but digital was always the answer as it offers more, of everything, for less, of everything.

While hybrid working is the new normal as businesses try to strike the perfect balance between employee happiness, costs, and productivity, there is no reckoning for digital-first behaviours as they worked from home, the entire time. They’re pandemic-proven.

The B2B space has really leaned into digital-first which is probably a disconcerting evolution for an industry where in-person interactions often, and historically, close deals. But, really it’s a saviour, because the economy is making doing business in real-time, really unaffordable. And digital, rather than disconnecting marketers and customers and disrupting workflows, is actually aligning them. Meaningful connections can still be made, but they’re developed across channels – not tables – and by providing customers with what they need, where and when they want it.Here’s what you need to know when choosing the best technologies to enable better B2B marketing connections.

Connect Your In-Person & Digital Data

Data can be a marketer’s best friend, but it can also be the worst, leading to wasted time and money, and, unfortunately, it is a pretty common occurrence. Many a marketer has likely witnessed the gap between the data collected at an in-person conference, and what ends up in the CRM. Could be the wrong email address, might even be the wrong company, and it’s all leading away from ROI.

Data can be hard to handle, and that’s exactly what a recent survey by Integrate and Demand Metric on the 2023 State of B2B Marketing Budgets found. The biggest challenge facing B2B marketers is using data to inform decisions and measure performance. Yet, 90% of those surveyed said data compliance and accuracy is a priority at their company.

To work, data needs to be connected, whether it’s from social, in-person events, digital events, digital ads, content syndication, email, and other channels. So, how do we get rid of that gap between collection and what’s in the CRM, to connect those dots, and ensure better, more connected B2B marketing experiences?

Seek solutions that bring in-person and digital data together into a single platform while ensuring it is clean and privacy regulation-compliant. Good, connected data, is the core of B2B marketing.

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Better Data, Measurement and Customer Connections

Good data leads to good measurement, and in turn, helps marketers better understand buyers and their distinct preferences. But, it must be ingested across all channels, to get the most comprehensive view.

With a cross-channel perspective on campaign performance, marketers can better identify what content resonates best with buyers, in what channels. This will help with iteration, strategies and tactics. Because the more you know, the better the connection and the smoother the ride for the buyer.

Understanding them intrinsically leads to more meaningful and connected buying journeys, which is essential because today’s customers are not only used to, but expect the personalised, B2C experience, in B2B. They buy products that align with what they care about, resonate with what they’re experiencing, and solve their problems.

To meet these challenges, look for technology solutions that aggregate data into a simple, single, cross-channel dashboard. A 360-degree view of your customer empowers marketers to make informed investment decisions, connect metrics to value, and tailor campaigns to resonate with their audience.

Toward a Connected MarTech Landscape

Digital, while opening up a world of opportunities, has also made the B2B marketing landscape more complex and fragmented, and made establishing effective connections with buyers more crucial than ever.

By embracing good data, and in turn good measurement, marketers can evolve how they communicate and connect with customers for the best possible results. Afterall, when times are tough, only the strong – and the smart – will survive. Those who adapt, innovate and persevere will have the best chance.

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