Why UK B2B Companies Will Never See Digital Success With B2C Strategies


The wonderful thing about digital marketing is that we always have a tonne of data at our fingertips to help us fine tune our strategies and adopt the best practices for targeting our demographics. The trouble is that much of the time the data we see being shared by digital experts is tailored to B2C marketing. It simply isn't relevant for B2B companies who are eager to discover the best tactics for targeting their business audience.

But using B2C tactics is better than nothing, right?

Not necessarily. Although B2C and B2B digital marketing do share similarities, a B2B marketing department will never reach the same heights of success as their B2C equivalents if they use the exact same tactics.

Business customers have different priorities than regular consumers. The way they browse the net and look for new products or services is totally unique. They're not just buying for themselves - they're buying for their manager, their CEO and their whole business. They have strict budgets, profit margins and business goals to adhere to. This means you have to appeal to an entirely different set of criteria than you would if they were a regular consumer.

B2C marketing strategies just won't cut it. To create a winning digital strategy, B2B companies must understand where their customers are hanging out online, how they research products, who makes purchasing decisions, and what type of promotional content they're receptive to.

So, it's time to cut through the noise of B2C marketing trends and focus on statistics that are only relevant to your B2B operations. This handy infographic sums up the most vital B2B marketing statistics of 2017 that will help you to create a highly effective digital strategy and see new heights of success by targeting business customers online.

Key findings to influence your digital strategy

Here's a roundup of some of the infographic's most vital points, which every B2B business should be paying heed to in 2017 and beyond:

B2B customers are mobile and social

Google is making mobile search a priority, and B2B companies should too. 54% of B2B marketing emails are opened on mobile, which is proof that researchers and decision-makers aren't working solely on their desktops, or even during regular business hours. Similarly, the old trope that LinkedIn is the only effective social platform for B2B is also inaccurate - Instagram is currently showing the most impressive interaction rates for B2B marketers.

Buyers and researchers are younger

One of the reasons for increased mobile usage and Instagram interactions? Buyers and researchers are getting younger. Over half of B2B researchers are millennial, and you shouldn't underestimate their influence over purchases either. You should be thinking very carefully about adapting your B2B strategy for a younger, more digitally-focused B2B audience.

B2B content marketing is becoming more successful

With 62% claiming that their content marketing is more successful than it was a year ago, and 85% putting success down to quality of content, it's clear that B2B companies are finding really effective strategies for distributing their content. What does that mean for you? Well, if content isn't a major part of your digital marketing strategy, you could quickly fall behind your competition. However, with only 6% claiming their content marketing usage is "sophisticated", it's clear there's still plenty of room to get ahead of your competitors if you make content a priority now. Measuring success and having a solid distribution strategy is key to a sophisticated content marketing plan.



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