MARKET VIEW 01
Shamark Nur
SENIOR PERFORMANCE MARKETING MANAGER
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
Given that more and more millennials prefer not to have any sales rep interaction in a B2B purchase setting, I believe changes are required.
In your opinion, should enterprise sales organisations make changes to the marketing process to accommodate the fact that millennials are maturing into key decision-making positions?
Given that more and more millennials prefer not to have any sales rep interaction in a B2B purchase setting, I believe changes are required. However, I also believe that it’s even more important to understand why millennials don't want a sales rep in the first place. As a millennial, I can say that recommendations from people we trust influences our decision making. With that in mind, some of those changes could include things like rewarding referrals, recruiting brand ambassadors and providing a personalised experience.
Furthermore, millennials are demanding that companies serve a social purpose. So, every company should focus not only on their financial performance but also on making a positive contribution to society.
Companies need to get more involved with social causes, partner with thought leaders, industry experts and brand ambassadors to really showcase their company and reach that audience.
Given that millennials grew up with an ad overload and have grown accustomed to ignoring ads and being entertained, how can sellers of enterprise technology and services adapt their marketing approach to address this shift?
Influencer marketing has changed the face of marketing. Millennials just don't trust traditional marketing anymore. And to address this generational shift, companies need to get more involved with social causes, partner with thought leaders, industry experts and brand ambassadors to really showcase their company and reach that audience. They do tend to be across the web, using multiple devices, but I believe the best way to do this is by utilising video and social media.
When it comes to buyers with a high purchase intent, the answer is most definitely yes.
SHAMARK NUR
Senior Performance Marketing Manager
ASTOUND COMMERCE
With the digital environment becoming more prevalent, is experiential marketing still relevant?
When it comes to buyers with a high purchase intent, the answer is most definitely yes. When presented with buyer's challenges, companies really need to dig into it deeply and possibly exchange similar experiences they have had with their own clients in the past.
On top of that, human interaction is even more significant for customers without the buying intent because the social interaction could heavily influence their decision making. You could be a company that has all the tools the buyer needs, but it's really the individual who could make the difference. People don’t buy from people they like, but they buy from people they trust.
At Astound Commerce, we create digital experiences that engage consumers and fuel exponential growth. With a strong global presence, more than 20 years’ experience, and a team of 1,600 deeply passionate experts in the areas of growth, design, demand, and technology, we’ve had the opportunity to partner with visionary brands such as L’Oréal, Boohoo, Halfords, FLOR, TOMS, and Crocs.
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