10 keys to an impact strategy

10 keys to an impact strategy

B2B marketing strategies are evolving. Until not so long ago, the focus was on the solution we offered, which is the product. But now the attention turns to the buyer: it’s the age of buyer-driven marketing.

Creating a buyer-centric strategy makes us rethink all of our marketingFrom the way we generate value to the way we communicate with the consumer. We tell you the keys to this new era.

Buyer-focused marketing keys for an impact strategy

What is buyer-driven marketing?

the buyer-driven marketing is a concept that has its origin in the value chain. According to the actor with the most influence, global value chains fall into two broad categories:

  • Global Product-Based Value Chains (“Buyer-Driven GVC”). They tend to have high barriers to entry, as many supply chains require capital and technology-intensive production based on economies of scale. This is for example the case of the automotive or aeronautical sector. In these circumstances, the value chain depends primarily on producers and the ability of suppliers to deliver the necessary parts and bring the finished products to the market.

  • Buyer-driven global value chains (“buyer-driven GVC”). They tend to have much lower barriers to entry. Producers depend on the decisions of buyers, and design and marketing functions become more important. Traditionally, sectors such as agriculture, fashion and toys have been an example of a buyer-driven approach. In some cases, such as in the fast-paced fashion industry, supply chains have to adapt to customer demands very quickly, to the point that they can bring new products to market in just a month.

The 10 keys to buyer-oriented marketing

  1. Think about the customer first. A buyer-centric marketing experience should be connected, aligned, and personalized with the buyer in mind, not the sales team. For established B2B businesses, this may mean rethinking product-based processes to put the needs of buyers at the center.

  2. Manage all your data from one place. A common problem with businesses considering buyer-centric marketing is that buyer’s data is scattered or even repeated across different parts of the business. To solve it, you need to bring all of this data into one source of information. Normally, the most efficient solution is to integrate all the information through a program of CRM (customer relationship management).

  3. Make yourself available to the customer. In the world of B2B marketing, account-based marketing is all the rage. But in addition to proactively contacting your customers, you also need to be available when they come to you and have a reliable follow-up system that allows you to respond to their requests quickly.

  4. Be aware of data regulations. In recent years, initiatives such as the GDPR and the CCPA have radically changed the regulations on the processing of personal data. Since buyer-focused marketing relies heavily on collecting and properly processing data from current and potential buyers, we need to be very aware of these regulations and ensure compliance at all stages of the process.

  5. Create multi-channel experiences. Previously, B2B marketing was organized around business and industry events, such as annual trade shows. Now, with a buyer-centric strategy, it is necessary to be in the channels where the customers are. This means we need to be ready to communicate with buyers through a variety of channels, be flexible in defining our strategy as their habits change, and create relevant and meaningful touchpoints along the way. purchase. .

  6. Segmentation works well. Generic and mass marketing are totally outdated. What we need is to be able to clearly identify our buyer persona and to address ourselves exclusively to the people who make it up. Fortunately, nowadays digital platforms allow very precise segmentation, which takes into account not only aspects such as demographics or interests, but also previous interactions with our brand.

  7. Personalize the experience. We know buyer-centric marketing is data-driven, and it’s precisely this data that lets us know exactly what each buyer wants and delivers a unique experience that suits their needs and interests. In an increasingly competitive environment, in order to stand out, it is necessary to show the customer that we understand them and treat them in a unique and exclusive way.

  8. Adapt to changes. If 2020 has taught us anything, it’s that the global consumer and marketing landscape can change at any time. But you don’t need a global cataclysm for consumer habits to change. In the digital world, everything is constantly changing. For this reason, your business must have agile processes and be able to change the way it operates whenever necessary.

  9. Build teams focused on buyer-driven marketing. Ultimately, a shift from product-centric marketing to buyer-centric marketing is a change in corporate culture and, as such, affects the way the marketing team works. This change must be reflected in the organization chart and in the way of making decisions to ensure that we are always ready to meet the needs of the client.

  10. Measure results and optimize your strategy. Today, digital marketing channels They allow us to have information on what is happening practically in real time. Therefore, having processes in place to periodically analyze this information, see how customers are reacting, and make the necessary direction changes to optimize your buyer-centric strategy is essential.

Course: digital transformation of sales teams

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