MarTech and B2B marketing strategies both play a significant role in enhancing the company’s growth and future development of the company. To have a set of both economic and non-economic benefits, it is necessary to keep an eye on the statistics and further recommendations, including realistic approaches adopted by others in the market.
B2B helps in building relationships with other business owners as well as entrepreneurs, while martech involves technological aspects that are required to fulfill to have a stable revenue and marketing growth. Due to the obvious epidemic, B2B marketers had to modify their strategies and operations. As a result, the terrain appears dramatically different than it did just a few years ago. Some tendencies intensified, while others faded away.
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There have been significant changes, ranging from disappearing face-to-face interactions to blurring B2B and B2C boundaries. Fortunately, we have some helpful statistics and figures to help you gain your bearings.
Do you often wonder where B2B marketers want to put their money? Where do marketers intend to invest their hard-earned cash now that everything is changing?
- In 2021, 47 percent of marketers were expected to boost their usage of AI.
- In 2021, 46% of B2B companies wanted to invest in ABM.
- In 2021, 45 percent of marketers were expected to boost their social media usage and social marketing technologies.
- In 2021, it was said 43% of marketers would want to expand their investment and marketing analytics technologies.
- In 2021, 42% of respondents said they aimed to expand their use of video marketing.
- In 2021, 38% of marketers wanted to boost CDP usage.
- In 2021, 11% of B2B event organizers expected to spend on voice optimization.
An expanding army
It’s fascinating to see how the marketing is becoming more prevalent in our organizations with teams wanting to invest better in marketing operations people and tools. Marketers have access to a range of tools to drive operations at scale even if they work as a lean team.
On a technical level
The marketing operations function is housed internally because it makes the marketing team more efficient and productive. Simon Daniels, a marketing operations consultant at Percassity Solutions, outlines the six areas that successful marketing operations teams focus on, emphasizing that it all starts with strategy: collaborating with marketing leadership to understand the vision and then assisting that vision through efficiencies. Strategy is the target’s bullseye, and the spokes that circle that bullseye are the following.
Customer service: Assist the whole marketing team in providing the best possible customer service.
- People: Provide advice on team structure and assist team members by identifying skill shortages, documenting procedures, and providing training.
- Process: Create processes to coordinate marketing with other departments, including sales, digital, IT, and finance.
- Tech: Collaborating with IT and marketing to choose, implement, and optimize martech.
- Campaign performance, income creation, and operational efficiency are all metrics that may be measured. Marketing operations teams are often in charge of the budget as well.
- Data: Data serves as the basis for all of the other pillars since a company’s outcomes would always be poor without it.
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What Will Change in Consumer Behaviour?
The epidemic has altered how B2B companies conduct their daily operations and consumers respond and react. So, what are the requirements of B2B buyers?
- 44% would want access to an ROI calculator for purchasing choices. More than four persons are engaged in 63 percent of purchases, up from 47 percent in 2017. During the epidemic, purchasing interactions increased from 17 to 27.
- Millennials account for 73% of individuals active in B2B research and decision-making, with more than a third being the single decision-maker.
- Millennials explore, consume, and make decisions in ways that vendors have yet to adapt to, with just 21% of customers using analyst rankings and reports, down from 15% in 2020.
- 2/3 of purchasers would choose a provider that provided personalized real-time pricing.
- Big-ticket products are being bought and reordered online, with 70% of B2B decision-makers willing to make self-serve or remote transactions of $50,000 or more.
- Live chats are now preferred by 63 percent of millennials, who make up the bulk of B2B purchasers.
- Only 20% of B2B buyers want to go back to face-to-face sales.
In conclusion, MarTech and B2B marketing both require specific attention and recommendation from at various levels.