B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing
By creating human connection early on in the buying journey, businesses improve their chance of converting prospects into customers.
How has marketing changed in recent years?
The last ten to fifteen years in marketing have been dominated by the notion that marketers should capture a lead and nurture it through an automated process. But more recently, marketers have evolved beyond this and are seeking to build more authentic connections with their prospects. When you juxtapose this with the fact that buyers now conduct most of their purchasing research independently and avoid talking with vendors until the very last stages, it's not surprising that marketers are scrambling for ways to engage and build trust with them.
The brands that have already had success with these new methods are ripping up the old B2B playbooks. When looking to build trust with a new account, their adverts no longer send a prospect to a page where they can download an ebook or other gated content. Instead, they seek to engage on an emotional level with their audience – focusing on marketing that elicits a feeling like advertisements that make people laugh or cry. By creating human connection early on in the buying journey, businesses improve their chance of converting prospects into customers.