Analysis shows that, from a tactical point of view, agencies can develop campaigns aimed at this target audience
Research has always been part of the validation structure for the strategic planning of advertising campaigns. In other words, behind a film or advertisement, considerations are made, even if the final result does not compete for the biggest awards in the sector. But, normally, it adds desired results to consolidate businesses. The approval of research has become even faster in the digital era with online samples that can clarify doubts, open up ideas and build certainties.
This guarantee, in the era of ROI, is also gaining ground in the niche environment. For example, the startup B2B Insiders, an ecosystem and marketing learning community in the business to business environment, studied the topic.
There is a need for advertising agencies to adapt to the B2B market, especially tech, which is increasingly growing within the global economic scenario. A point of attention for agencies is the lack of training for B2B marketing. In the context of B2B, it was clear that few people have specialization in the area, given that 72% do not have B2B certification. Advertisers and agencies can offer benefits that make professionals stand out and boost the business they work for, explains executive David Costa Lima, co-founder of B2B Insiders.
The report also points to the prevalence and risks associated with pejotization in the B2B market, which could be an opportunity for more structured advertising agencies that want to operate with a focus on B2B, possibly providing more security for a group of professionals who currently work as PJs, adds.
Costa Lima also refers to B2B as not being the soul of the business, as it is a smaller part of the process. He says more: To give you an idea, another survey, this one from Gartner, says that only 17% of B2B buyers’ time takes place in relationships with sales. The other 83% of his time he spends educating himself on digital channels. The key in B2B is education, and the soul is trust.
The co-CEO of B2B Insiders notes that solutions for this environment facilitate the purchasing journey. Using social media instead of making it difficult by putting up forms to collect leads. Trust achieved with strong brand work and authority building. Along with qualification, which is the clarity that a company needs to have from who its audience is, education and trust make up the fundamental pillars for a B2B purchase to happen. This is the new chapter of content marketing, where the resources and possibilities of today’s digital world are used, which is much more dynamic and rich than it was 10 years ago.
Read the full report in the print edition of January 29
