A recent report published in BtoB indicates that B2B companies will have to adapt to changes in eTailers’ needs and buying habits in order to stay afloat next year.
In the report, the CMO of collaboration systems and business communications company Avaya Inc. highlighted the need for focusing upon understanding customers when deciding what to spend money on during the budget season.
He said that it is important to create a stronger voice for the customer.
This means taking steps to ascertain what eCommerce companies’ wants, needs, expectations, and aversions are.
Establishing the needs of online retailers can enable b2b companies to target sales techniques at them more effectively.
Mobile Technology
BtoB cited the vice president of communications at Tellabs Inc. George Stenitzer as stating that focusing on mobile technology is going to be the most important thing on the company’s budget for next year.
The magazine also highlighted this as one of the top areas that b2b marketers will increase spending on in 2014.
A study conducted by Forbes indicates that eighty-seven percent of business executives have a smartphone and twelve percent of them use these devices for business purposes more often than their laptops.
It, therefore, stands to reason that in order to make the largest amount of sales possible, it is essential to adapt to the needs of eCommerce companies by tailoring your website to smartphones.
Content Marketing
Content marketing was another area that featured highly on BtoB’s list of areas that B2B companies will spend more on in 2014.
Blogging was one of the main forms of content marketing that was referenced, indicating a widespread belief that this is a medium that is highly effective for increasing sales.
It is clear that the world of B2B marketing is changing and companies are adapting accordingly. Those that fail to do this are likely to be left behind.