B2B MARKETING BECOMES MORE VALID AND MORE STRATEGIC
Digital target group analysis in the B2B sector
Digitalisation is changing B2B marketing – with far-reaching consequences.
The evaluation options of digital channels are rapidly increasing. Low-cost digital market research opportunities are developing. With a manageable effort, the B2B communications department can now see how customers and prospects react to the brand and products. Requisite: There are modern CRM systems and inbound marketing solutions. This digital technology allows One2One marketing that is so efficient that potential customers can be consistently accompanied through their purchase decision process. With appropriate data preparation, it is also possible to carry out a cross-channel analysis that even includes print channels. This creates a very comprehensive picture of media use and the interests of the target groups. The insights gained from this in turn flow into marketing and set the direction.
In the future, therefore, a separation between the sales and communication/marketing departments will not make much sense. Sales and marketing should continuously exchange information and merge into one organisational unit. Because both areas are in close dialogue with the target groups and must focus on customer centricity. The development of a common data and knowledge pool is one of the new company success factors.
B2B marketing is becoming more strategic again due to these changes in practice. This is because the new organisational unit consisting of sales and marketing can significantly increase a company’s innovative strength, the speed of innovation and sales success with the help of its growing knowledge of target groups.