How B2B businesses win more attention and engagement with their ideal buyers
Strategic Marketing
The average buyer decides every 8 seconds – will I keep reading?
It is challenging work – how to rise above the noise – keep the attention of your ideal buyers – so you can engage with them.
Check out the following tactics to see if they work for your business.
Influencers
96% of B2B marketers that use influencers consider their programs successful.
A HubSpot survey found that 58% of B2B marketers plan on increasing their investment in TikTok for 2022 vs. 49% of B2C brands.
Why the shift? The statistics from B2B marketers have found success with the following:
- 96% that used influencers consider their program to be successful,
- 74% agree that influencer marketing improves buyer and prospect experience,
- 63% agree that marketing would perform with better results if it included a B2B influencer program,
What is holding your business back?
Gift with purchase is a powerful incentive, particularly for B2C businesses.
Now: Corporate Gifting: Wins and keeps more buyers.
During the pandemic, global B2B gifting more than doubled – now it keeps on delivering.
Global change – more businesses have been spending more on gifts for current and future clients
The problem: traditional points-based loyalty schemes are poorly performing, slower and more challenging to administer.
B2B gifting is the new customer win over and keeps strategy – it increases ROI, referrals and returning buyers.
Performance – By the numbers
- ROI – 28% on lapsed buyers,
- 36% lift in referral rates,
- 19% lift in buyers returning within 90 days of gifting,
Omni-channel buying: no matter their industry, country, size or buyer relationship stage – there are now no exceptions – every buyer wants more digital omnichannel buying opportunities – source McKinsey Co.
Omni-channel selling: is now a 15-plus channel world – email, in-person, social media outreach, website, landing pages, zoom, organic and paid social media, sales chatbot, Google search, PPC, mobility marketing, and Apps, to name just a few.
More Omni-channels = more sales – there are no exceptions.
- 70% of your ideal potential buyers with a transaction size up to $500,000 see little need to meet in person.
But there is one exception – Direct Mail (physical mail) Marketing has now returned to higher performance levels.
Why – it breaks the pattern – who receives hand-addressed envelopes via snail mail anymore?
A long lost friend, relative or who? So there is an excitement of solving who is this? So opening a physical letter has a higher return.
- Direct mail volumes have lifted 34% from 2020
- Corporate direct mail marketing budgets have increased by 191% from 2020 to 2021
- 84% of marketers see a dramatic increase in ROI and conversion rates
Key considerations
- The envelope looks handwritten – that is unusual impact – is critical,
- Few people receive physical mail today,
- When everyone zigs, it’s time to zag – when competition and ROI are brutal with paid advertising – returning to the basics now works better.
ROI
- Average ROI for direct mail circa 30%
- Response rates are typically between 5 to 9%, with digital around 2% – that’s triple the ROI on average.
Want to test how effective your strategic marketing is with the best from 400,000 plus businesses across 47 countries from ten years of research?
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