MARKET VIEW 02
Oluseyitan (Shey) Ojedokun
MARKETING MANAGER
B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
When we’re creating marketing content, when we feature a person’s face or use video, the engagement is much higher.
In a digital-first environment, how can salespeople build more trust?
From a marketing perspective, the first thing we need to keep in mind is that people trust people. So, when we’re creating marketing content, when we feature a person’s face or use video, the engagement is much higher.
Another thing to keep in mind is that being in a digital environment doesn’t mean completely abandoning all concepts from before–we have to utilise those concepts in a way that is contemporary. For example, a sales representative is a concept that still exists in the digital environment but it’s not someone knocking on doors; it’s someone who has an online presence and utilises digital platforms. So, it’s all about adjusting these concepts to serve the needs that arise in a digital environment.
Virtual interactions are definitely something sales teams should be investing more in.
Should enterprise sales teams invest more in virtual selling interactions and if so, what should they be doing differently?
In my opinion as a marketer, the future is digital. Virtual interactions are definitely something sales teams should be investing more in. And while we do have experts in digital, the whole concept is quite new, even in regard to technology as a whole. So it comes down to innovation, being creative and not being afraid of doing things differently. In some instances, this might mean pioneering a whole new concept–but also utilising things that are available to us but doing it in a different way.
If you want people to interact with your content, it has to be relatable.
OLUSEYITAN (SHEY) OJEDOKUN
Marketing Manager RIVERSAFE
In today’s oversaturated market, how can marketing teams make sure that the content they create stands out?
Most organisations are digital and it can get pretty noisy in terms of content; people engage and come across so many different things on a daily basis. So, if you want people to interact with your content, it has to be relatable. And not only that, it has to be specific and direct, appealing to specific pain points. This will help you stand out amongst the crowd–especially in the B2B world.
RiverSafe Limited is a specialist consultancy that offers only the highest quality services and support in the network security and information management space. Their unique approach to fulfilling each of their customers' requirements is backed by a wealth of experience, developed through work in some of the largest companies in the world.
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