B2B organizations have traditionally focused on quickly building a good personal relationship with customers and prospects . Personal contact comes from a CRM idea by sales. It is supported by relevant marketing campaigns with personalized or customized content and interesting customer days, trade fairs and congresses. That is, in a nutshell, how B2B organizations reach their customers and prospects.
But how does B2B deal with the sudden loss of having a 'cup of coffee' and organizing events? Traditionally, that is the way they are visible. In this way they close deals and gain a lot of knowledge and new contacts. And the funnel is being worked on.
In the B2B Marketing Trend Report, two things stand out that address this question. One is fueled by the corona crisis, but the other is a trend from the quantitative research that was already carried out in the Netherlands before the outbreak of the virus. The B2B marketer still has a preference for activities at the front of the funnel. However, he has also increasingly paid attention to the more customer-oriented parts of the customer journey. The attention in the customer journey is divided into 33% orientation phase, 28% purchase phase, 22% usage phase and 17% service phase.
Marketers are increasingly realizing that capturing leads or MQLs is not the only way they can add value to their organization. At a time when customer retention is more important than ever, they oman telegram data can connect with customers and differentiate themselves with online campaigns.
Personal attention is shifting from offline to online, partly due to the government's regulations. Classroom training is becoming online training, customer events are becoming webinars, presentations are becoming online demonstrations and making phone calls is becoming video calling (with screaming children or a partner in a dressing gown in the background).
B2B marketers are shifting their focus a bit more from lead generation to customer retention. You also see B2B organizations adjusting personal contact to a personal touch and relevance via online communication (channels).
About the B2B Marketing Trend Report 2020
Since 2016, the B2B Marketing Trend Report has been published annually to provide B2B marketers with insights into the latest trends and developments. Four marketers were interviewed for this report: Marieke Heesakkers (Berkvens Deursystemen & Limburgia Utiliteitsdeuren), Joost Belt (De Heus Animal Nutrition), Mark Appel (CM.com) and Yasmin de Brouwer-Nuijten (Van Oers Accountancy & Advies). These four marketers make statements about the challenges and priorities they see for their marketing in this special year 2020.
