B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
A successful digital marketing approach requires a deep understanding of your target customers.
How has the balance between sales and marketing changed in recent years?
Businesses have always had to adapt their sales and marketing strategies to meet buyers where they are. In recent years, this has meant marketing taking on more of the sales process by developing a richer online presence, creating valuable content and investing in technologies that allow the business to reach prospective customers online. A successful digital marketing approach requires a deep understanding of your target customers. In particular, where do they spend time online and what types of content do they consume? With this insight you can create valuable content for them with confidence that they are likely to find it.
If you are an enterprise business, then you will also need to consider how human engagement can be utilized in buying journeys. Prospects will undertake a large amount of research by themselves now, but still need the consultative approach of a sales representative when making larger purchasers. This interaction is crucial for prospects to make sure that they are getting the right services at the right price. As we continue to emerge from the global pandemic, it is clear to see the demand for human interaction and experiences returning.