search

2015 digital trends for B2B sales and marketing

2015 digital trends for B2B sales and marketing
19/02/2015

Having spent a day with our Austrian distribution partner Schachermayer, Helle (Accuride’s distribution marketing specialist) discovered some interesting approaches to e-commerce and digital marketing. (Read Helle’s visit interview here.) It is certainly true that individuals used to buying their home goods online are now expecting the same opportunities at work. And customized marketing as used by some major retailers is being taken up by B2B via their online web shops. This is not quite as straight forward in all B2B companies – the long term nature and complexity of many accounts are not always suited to e-commerce. But this does not stop the business website from being a hub of useful information for the buyer, nor of providing lead nurturing for the seller. Our marketing specialists have been pro-active in visiting many of our distributors throughout Europe to discuss how we can work together to increase sales. It has become obvious that the company website is now central to this - it is likely that very few purchasing decisions take place without the prospective buyer visiting the seller’s website at some point. Organic search, PPC, e-commerce, email campaigns, lead tracking and nurturing are all issues that need to be considered. We’re not saying that these are the only marketing options open to us. We still think that the direct mailer (post may have more impact now that it is seldom used), the printed catalogue, trade show and show room are all very relevant. Schachermayer certainly thinks so. So we now have myriad sales channels that need to deliver consistent and on-brand messages. The ability to collect customer data has added an odd mix of both complexity and simplicity. Complexity because the data needs to be understood and harnessed correctly – simplicity because it has never been easier to send out such well targeted messages. Relationship building used to be the domain of the sales team. Now the marketing team has taken over the initial stages of bonding with the potential customer. By using data collected by visitor journeys, buying profiles and downloads we can now base communications on customer behaviours rather than on demographics. But all this is only possible if you have the technology that can continually collect and compile rich data, and then target your buyers based on that data. This is one of the challenges facing B2B companies; finding the right systems and implementing them well. Another issue is standing out from the crowd. If you want your buyers to find your company and its products or services online then Search Engine Optimization (SEO) has to be at the heart of a website. The aim of most marketers is to get their company website listed as high up on Google (and possibly other search engines dependent on location) as possible. It is evident from our own experience at Accuride and after discussions with our partners that marketers must keep abreast of new trends in technology. Assessing each tool with respect to your own business is just as important; we don’t need to jump on every passing fad. There’s now so much to learn that 2015 is promising to be a busy one.

Enquiry Form



More News

Electronic enclosure slide for 19" racks

Electronic enclosure slide for 19" racks

Electronic enclosure slide for 19" racks Load rating up to 45kg 100%+ extension 9.6mm slide thickness Lock-out Front disconnect Enclosure mounting bra...

Read More
Accuride’s industrial and electronic slides now in stock in Portugal / Gama Industrial e Electrónica da ACCURIDE disponível em Portugal

Accuride’s industrial and electronic slides now in stock in Portugal / Gama Industrial e Electrónica da ACCURIDE disponível em Portugal

Customers need to know that they can get our products quickly and that they will have local support. This is probably one of the most important servic...

Read More
Product Round-Up: Slide Brackets

Product Round-Up: Slide Brackets

At Accuride, we are proud to produce not only a full range of slides, such as heavy-duty slides, two-way travel slides and pocket door slides, but als...

Read More

Read More

Read More

List your business

Would you like to register your company on one of the UK's largest and most effective Trade websites?

Are you looking for a reliable and consistent source of enquiries from your industry sector? Would you like to see why Find the Needle clients come back year after year to use our service? If so then feel free to register using the link 'here'.

Register
Office Address: