The customer journey in B2B has changed radically in recent years. Traditional methods have been replaced by a digital journey where Marketing Automation (MA) plays a central role. Gartner projects that 80% of interactions with the potential customer in B2B sales will take place through digital channels by 2025, underscoring the importance of adapting one’s strategy to this digital reality. Having the right content available at the right time has become critical to meeting customer needs and leading them in their journey.
Marketing Automation (MA) helps companies deliver the right content by automating communication and adapting it depending on where the customer is in the sales journey. This enables effective nurturing and relationships to be built without losing the personal touch. One of the biggest changes in the behaviour of B2B customers is that they are conducting a majority of their research themselves. 68% of B2B customers prefer to do their own research online before contacting a salesperson, which means your digital content becomes even more important.
Segmentation and personalisation
A successful MA strategy is based on smart segmentation. By understanding where the customer is and what challenges they face, you can deliver personalised content that reduces the risk of losing their interest. Customers increasingly expect personalisation and smooth digital experiences, and 76% of B2B customers become frustrated if companies do not deliver personalised interactions to them.
Nurturing – the way forward
Nurturing is about bringing the customer closer step-by-step to a purchase decision by offering the right information at the right time. As customers today prefer digital channels for their purchasing decisions, it is critical to use automated triggers to send relevant content based on their behaviour. For example, a customer downloading a product brochure can receive a follow-up e-mail offering a more in-depth product demo.
Automation with a personal touch
Although Marketing Automation streamlines many aspects of communication, it is important to maintain a human relationship. Although the majority of customers prefer digital interactions, there are times when personal advice is crucial. As they get closer to their purchase decision, they want to be in contact with a salesperson more often.
The customer journey within B2B is today largely digital and constantly evolving. By using Marketing Automation to customise and deliver relevant content at every stage of the buying journey, businesses can both strengthen relationships and increase conversions. It’s about understanding where the customer is in their journey and always offering relevant and engaging content.
