What the Rise of the New B2B Consumer Means for Marketing and Sales

By Anoma van Eeden

A new B2B consumer has emerged amidst a decade of dramatic change to the B2B marketing and sales landscape. Cutting-edge digital platforms now drive how business gets done and increasingly guide how decisions are made.

And who is the new B2B buyer?

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More than ever, it’s the personal search driving the momentum of a purchase, as evidenced by Merit, which points out that a quarter of millennial buyers begin business buying decisions in search, a higher number than those who start at a vendor website, peer review, or salesperson interaction.

To top it off, consumer’s today simply expect more. Influenced by the customized experiences available on Spotify, Amazon, and Netflix, for example, results in a higher bar to satisfy potential customers.

Not only do these assets have the power to connect with customers and drive purchasing decisions, but they cross more intersections on the buying journey than ever before, acting as important sales chaperones in what is now a non-linear, self-driven purchasing path.

Content should stretch the entire consumer journey, and should add value even in product-agnostic areas such as problem ID, problem exploration, and requirements building.

A dynamic asset can seamlessly collect and connect actionable insights to sales teams who can use the data to make the online to offline experience more engaging, as well.

It’s easy enough to talk about creative content, but what does it look like?

Just as many large-scale retailers and streaming services will have dynamic mobile capabilities, so should the content you put out to the marketplace be flexible, agile, and mobile-friendly.

Like in the B2C space, mobile consumption is increasing faster than desktop, and the ability to communicate with your potential customers on their preferred platform will only enhance your marketing campaigns.

The buyer’s journey takes place on a brand new road, where speeds are faster and shortcuts abound. Many of the old rules of the road have changed or disappeared, and while it’s impossible to know every turn ahead, one principle is clear: investing in dynamic content that can inform, engage, and inspire a customer is a strategic must.

So don’t fall behind or stay stuck where you are. Stand out, innovate. Modernize your content and accelerate your buyers’ journey.

Get the 2020 Insights Report: Rethinking the B2B Buyer Journey

Anoma van Eeden is the CMO at Foleon. She’s an experienced B2B marketing expert who is passionate about aligning Sales, Marketing, and Product teams to create an integrated go-to-market approach to revenue and growth.

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