Understand The Changes of B2B Industry

For the past years, the B2B industry has experienced a drastic change, just like any other digital marketing elements. Caterpillar Global Marketing Services Manager Renee Richardson stated that nowadays there are numerous younger B2B audience and they can be found online. In addition, 89{e56e98cffb3900b5e8849a3588d7fad4e42d0c2720d7b074b7ab4ed4811d4b0a} of B2B researchers have relied on the Internet during the B2B research process.  Therefore, it is a given to see the shift in the industry in line with the customer behavior and digitalized era. In case you have no idea about the change of B2B market, you should keep reading this inbound marketing info!

The Majority of B2B Researchers is Millennials

Over the course of two years, the dramatic change has hit B2B researcher demographic. It can be seen through the stat in 2014 which stated that the amount of B2B researchers going online was increased up to 70{e56e98cffb3900b5e8849a3588d7fad4e42d0c2720d7b074b7ab4ed4811d4b0a}, ranging from the age of 18 to 34. This younger generation of B2B researcher is known as the millennial generation that is more aware of the advancement of technology. So you can see that aside from being younger, the researchers are now taking advantage of the digital innovation.

Technology for Building Relationships

Technology has managed to change the way relationship is built and maintained in the B2B world. For example, B2B companies now have used social media to communicate with both the prospects and existing customers. Social channels like Twitter, Instagram, LinkedIn, Facebook, etc are becoming an integral part in B2B campaign. Even so, those who are controlling the accounts for each platform are still human, so always show the human side of your business in every communication and interaction with your clients and potential ones to build a strong relationship.

The Importance of Collaboration

Always open to the possibility that your prospects have an abundant of information about your field of expertise. Those armed with the information will not expect you to tell them about the things they have already known. After all, they can gather the relevant information easily via the Internet before they contact you. What they need is actually collaboration, not information. And in that collaboration, they want you to be their partner whose guidance is required in every stage. If you still use a command-and-control approach in your B2B inbound marketing business, you will not gain any favor from your audience.

B2B Researchers Affect Purchasing Decision

Some B2B marketers might still hold on to a notion that only senior executives impact the purchasing decision. However, it is no longer the same as two years ago and now employees like B2B researchers play an important part in decision making process. Today’s B2B research process has significantly evolved and the fact is that 81{e56e98cffb3900b5e8849a3588d7fad4e42d0c2720d7b074b7ab4ed4811d4b0a} of non C-suiters have an impactful role in purchasing decision. In short, you should never ignore this category in your campaign.

Just like other digital marketing elements, B2B industry has gone through some significant change for the past years all thanks to the digital world and the Internet. That being the case, you can expect any other changes and trends in B2B world beyond what we have mentioned above. With the clear understanding about the changes, you can boost up and grow your business with inbound marketing methodology. Find out the best way you can use inbound marketing methodology for your business through our free infographic below. Download now!


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