B2B tech marketers can’t afford to stand still. Rapid advancements in AI, social media, and digital marketing are reshaping the landscape, and buyers’ preferences are constantly changing. While some tried-and-true traditional demand generation tactics still produce results, others are no longer sufficient. To stay ahead in this evolving market, B2B companies must pay attention to what is working today, embrace fresh approaches that meet customers’ changing needs, and integrate these strategies into their existing demand generation programs.
Harnessing B2C Strategies for B2B Success
B2C strategies like emotional appeals, personalized interactions, and interactive campaigns have long driven consumer engagement. Now, an increasing number of B2B companies are following suit and integrating these tactics to stay relevant in today’s dynamic digital environment.
While traditional B2B methods like email and account-based marketing (ABM) remain effective, many B2B businesses are shifting budgets to explore newer, B2C-inspired strategies. Connected TV (CTV) is a prime example. With 82% of US households using CTV, it’s becoming a crucial channel for both B2C and B2B marketing.
CTV offers targeted ads based on demographics and interests, similar to other display and video ad channels, but with the added benefit of viewers who are actively engaged with their content—67% give their full attention. Contrary to the belief that CTV is expensive, it can actually be a cost-effective alternative compared to traditional demand-generation methods. Given its high engagement and cost benefits, it’s worth considering for your marketing strategy.
With the onslaught of digital ads on mobile devices and desktops, distinguishing your company from the competition can be challenging. That’s where Digital Out-of-Home (DOOH) comes in. While ads on mobile and online channels are easily skipped or ignored, DOOH has an opportunity to stand out IRL (in real life)—especially when taking a targeted, systematic approach to media buys, including strategic creative, messaging, and placement.
With the global DOOH market projected to reach $35.1 billion by 2027, it’s becoming an increasingly effective demand-generation tool for B2B companies. Adaptability, accessibility, and cost-effectiveness make it a valuable addition to your marketing mix. Plus, with metrics like brand recall and foot traffic analysis, B2B companies can easily measure and optimize their campaigns. Using DOOH to target business travelers at airports and conferences is proving to be both efficient and economical.
Reaching Your B2B Audience Through Social and Other Media Channels
Following the trend of B2C tactics in the B2B space, social media and other media channels such as podcasts and video platforms, continue to play an important role in reaching B2B audiences. Your customers, after all, are still people, and people consume media in similar ways whether they are in business or acting as consumers. These platforms and media types are valuable demand-generation tools for B2B tech companies. Embracing these can help your company stand out and generate organic demand in a crowded marketplace.
LinkedIn remains the top network for B2B companies. Users log on with a “B2B mindset,” actively seeking business opportunities. With its recent updates and enhanced organic reach, LinkedIn is becoming even more indispensable for B2B demand generation. Organically, LinkedIn is exceptional for building thought leadership, thanks to its variety of content formats, such as newsletters and direct asset posts. These types of content can help boost brand awareness and support demand generation, a critical factor in the lengthy B2B buying cycles.
When you invest in LinkedIn ads, the platform’s comprehensive targeting capabilities come into play. The platform lets you focus on specific professional demographics, ensuring your content reaches the right audience. LinkedIn’s extensive network of professionals, including a significant percentage of C-suite executives, makes it ideal for delivering targeted content to decision-makers.
Video content has become a staple in the B2B marketing toolkit, leading to a rise in the adoption of platforms like YouTube and even TikTok. According to a recent study, 92% of marketers see video as essential due to its engaging nature and versatility. Whether through product demos, customer testimonials or thought leadership pieces, video content helps B2B companies capture attention and convey messages more effectively. While these video platforms remain much more popular for B2C marketers, we can’t ignore the increasing adoption by B2B brands.
Podcasts also continue to gain traction in B2B. Many B2B businesses are finding success in creating their own podcast or videocast series, while others are advertising on popular ones that cover relevant topics. Podcasts offer a unique way to engage your target audience, allowing for in-depth discussions and insights and making them an effective medium for building thought leadership and connecting with potential clients.
Tapping Into AI, Chatbots, and Funnel Software
As technology advances at breakneck speed, B2B companies have an opportunity to leverage the latest tools to enhance their demand-generation efforts. AI, chatbots, and new software are transforming the way companies approach marketing.
AI, for instance, may still struggle to design a creative from scratch, but it excels at optimizing ad campaigns. Google, Meta, and LinkedIn have long used machine learning to self-optimize campaigns. Now, they are increasingly pushing new AI-driven solutions to help create compelling ad copy and creative and run automated multi-variant experiments to drive optimal results. By analyzing multiple variables simultaneously, AI helps streamline ad spending, improve campaign performance, identify new opportunities, and make recommendations.
Chatbots are revolutionizing lead generation by engaging website visitors, promoting new products, and providing 24/7 support. They offer a cost-effective way to manage customer interactions and drive conversions. Additionally, chatbots personalize the customer experience, which is a driving factor for success in today’s competitive market.
Marketing automation is no longer a luxury; it’s a necessity. With tools designed to handle everything from email and website experiences to digital ads, marketing automation simplifies and enhances your efforts. These tools let you craft seamless and personalized brand experiences that keep your business top of mind throughout lengthy B2B buying cycles. This continuous engagement not only nurtures leads but also improves their quality. Plus, the data-driven insights from these tools help you fine-tune current and future campaigns for even better results.
Building Strong Customer Connections
Understanding and relating to potential customers has always been crucial for B2B companies. Defining your target audience and building meaningful relationships can drive demand and boost engagement. Creating detailed customer personas has become increasingly important. Over the past five years, interest in “customer personas” has surged by 97%. Knowing your audience inside and out enables you to tailor your marketing efforts and connect more effectively with potential leads. And while traditional email outreach campaigns are proving less and less effective as inboxes are flooded with spam, B2B tech companies are building better, more sophisticated ABM programs with the customer intent and persona data available to them now.
While traditional B2B advertising often focuses on logical appeals and product features, incorporating emotional elements like storytelling can make a big difference. By weaving compelling narratives into your marketing efforts, you can differentiate your brand and leave a lasting impression on your audience.
Embracing Evolving Trends
Whether you’re integrating emotional appeals and customer connections or exploring new technologies like AI, B2B companies are constantly evolving their demand generation strategies. By keeping aware of what is working and not working, you can set your business apart from the competition and connect more effectively with your target audience. Ready to explore new strategies? Reach out to Yeager to discover innovative options that will elevate your business and drive success.