How The Internet Has Transformed B2B
- 10 Sep 2020
Thanks to the internet, identifying, selling and marketing to your B2B clients has never been easier. From conferencing technology and social media to market research software, we now have a huge number of online tools at our disposal, and these can streamline processes which were previously labour intensive.
In this article, we’ll be exploring how the internet has transformed the world of B2B.
If you work in B2B business, you may well have been told at some point that a phone call is worth more than an email, and a face-to-face meeting is worth more than a phone call. It’s a sum which many people use to show the value of human interaction. But in our increasingly virtual world, do the benefits of meeting in person still outweigh the convenience of a phone call?
Luckily, video conferencing software means that we no longer need to choose between the two. Platforms such as Skype, Zoom, and Microsoft Teams offers us the best of both worlds – the personal connection that comes from talking in person as well as the ease of picking up the phone. This means that arranging virtual meetings with B2B clients enables businesses to forge relationships without having to invest extra time and money on travel.
Automated lead generation
Did you know that 53% of B2B marketers say that they allocate half or more of their marketing budget to lead generation? Notoriously one of the hardest aspects of marketing, often with a disheartening effort-to-reward ratio, the process of lead generation has been completely revolutionised by the rise of the internet – and increased automation has made it even easier.
LinkedIn automation tools, such as Phantombuster, can automatically send connection requests with personalised messages, collect contact details from LinkedIn profiles, and export this information to spreadsheet or easy-to-read file – all while you’re busy with other things! By automating their lead generation strategy using the internet, businesses can significantly grow their client networks and save money on client acquisition in the long run.
Search engine optimisation
According to Hubspot, search engine optimisation (SEO) is one of the most valuable sources of B2B leads. This is the process of making sure that your web pages rank highly when your desired B2B clients – or rather, the professionals behind them – type your keywords into their chosen search engine.
As almost every company is now online, industry competition is stronger than ever. Knowing exactly how to optimise your webpage or content for the internet will enable you to take full advantage of the benefits the digital world can bring to B2B.
Because your pool of potential B2B clients is probably relatively small, the SEO best practices for B2B businesses differ from those used by B2C companies – but the overall result is the same. By devising a killer SEO strategy, B2B businesses can monopolise their sector and ultimately make more sales.
As the internet continues to shape the way we do business, what’s next in the world of B2B?