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Lead generation can be simplified by changing the approach and by taking a few steps backward to analyse some of the underlying and subtle factors that could be working against your goals. Looking closely may help, and you may be surprised to find out how some of the not-so-obvious factors can actually play an important role in converting leads.

In one of our recent blogs, we talked about ‘Reasons why B2B Marketing leads fail to convert.’ This blog talks about some more reasons that could be responsible for failed lead conversions.

Lack of quick response:

The market situation is unpredictable, the competition is tougher than ever before and the customer is digitally active and well aware of what he wants and where to get it from. In this situation the last thing any B2B marketer would want to do is a late response to the customer. Any delayed response can lead to lesser conversion.

If you respond immediately you will most likely be able to keep the customer in the loop and retain his interest and thus successfully engage him

Being prompt is as good as converting a lead, so that way you could only be a response away from converting a lead! And it’s true because a response will not only impress the customer, but further encourage him to communicate and even be interested in setting up a meeting. This is the golden chance every b2b marketing person would wait on for and a quick response might just do the trick.

Inefficient lead nurturing

• Lead nurture emails get a higher response as much as between 4 to 10 times (source: DemandGen)
• Companies that do focused lead nurturing have 50% more chances of generating sales-ready leads that convert (source: Forrester research)

These figures are proof that lead nurturing is a quintessential strategy for converting leads and why not? Any sales person who is adept and is aware of the sales and market climate would know that nurturing is indirectly about acquiring sales, because at the end of the day it’s all about building long term relationships.

Any lack in nurturing is pushing the customer away rather than taking him forward towards conversion

Nurturing gives the scope for any sales team to develop a rapport, offer what the client needs in terms of outstanding content and other offers and keep at it proactively to maintain interest and further engage the lead. Many marketers have a tendency to focus on the top of the funnel that can definitely produce positive results; however if you want the results to keep coming in consistently; then focusing on nurturing the leads is the way to go about it.

Inflexible price models:

This is probably the non-negotiable part of the sales deal; but it can change the game if the prices are made agile and are customized as per the lead and as per the need to convert the lead.

Having price models that are inflexible can make a customer go to your competitor who might be offering the same service at a different price. This is where customization plays a vital role and a flexible price model will definitely help you convert more leads. 

Apart from the above, there are other reasons such as producing high quality content in a strategic manner, having at least a few highly experienced sales people in the team who have dealt with different types of customers earlier and can guide the team for better results etc. These things can change the way you convert leads and the way you do sales.

Conclusion:

Each business is unique and each customer wants something different. Agility and versatility plays a big role when it comes to sales success. There isn’t a better time for cultivating long term relationships by being empathetic than it is now. So, as a marketer you can make the best of this opportunity and tune into your own strategies in a better way to see where things can be fixed for better results.

Everyone knows how effective email marketing can be a boon to B2B sales and marketing. While there are number of ways to optimize email marketing; it is the finer details that one needs to look at to make email marketing really work for any b2b organization.

This blog discusses some of the best ways to leverage the power of this email marketing channel to augment b2b sales.

B2B can get increasingly challenging at times; especially when the need to get more and more good leads increases over a period of time. Owing to the changing climate of the market and the complexities of B2B; marketers should avoid making the mistake of putting all the eggs into one basket when it comes to creating a strategy. The plan should be to take into account several touch points to make the plan work while creating a more comprehensive sales and marketing strategy.

Email marketing is instrumental in creating positive sales results and more and more marketers are keen on using it:

• 35% of marketers choose to send 3 to 4 emails every week to their customers
• An average of 80% of marketers have experienced an increased email engagement in the past 12 months
• By the year 2024 the average email users across the globe is estimated to increase to a whopping 4.48 billion users (according  to research from Statista, 2019)

Here’s how you can make the best out of your email marketing campaign:

Define the ideal target customer:

This is one of the best ways to start off any of your email marketing campaigns. It’s creating a strong foundation to facilitate a smooth take off. If there’s any ambiguity in this area; chances are that it might hamper the results of your email marketing campaign. Hence having maximum clarity in knowing and defining an ideal customer is the first step towards effective email marketing

This can help in many ways:

1. You can effectively segment lists for your campaign for better results

2. Having a clearly defined ideal target customer list is a great opportunity to personalize all your e-mailers and communication. Giving them exactly what they might be looking for with relevant offers and services can increase your chances of getting your customers engaged and also for creating long-term relationships

3. Addressing key pain points and challenges to provide specific solutions and thereby creating good leads that convert

Segmenting your email lists:

Segmented email lists always bring on the best results when it comes to creating successful email marketing campaigns. Segmenting always increases the relevancy with appropriate customization. It further breaks down the list into sub-sections to make it more specific and thus helping you to narrow down the list for better results. The sub-sections can be based on various segments of the industry, the role of the decision maker etc.

Conclusion:

There are various techniques of email marketing that can help you accelerate sales or even reduce your sales cycle. But a lot also depends upon your business goals and how you want to align your email marketing campaign with your business goals.

Lead generation has evolved and so have the customers. Each customer is different and therefore marketers today have to tailor or customize their sales and marketing strategies with the needs of the evolving customer.

There are number of reasons why certain b2b marketing leads do not convert and the answers are deep-rooted at times. A deeper analysis of each and every aspect of your sales and marketing plan can reveal the solution.

Here are a few reasons that throw light on the factors that can be responsible for the failure of lead conversion and how you can fix them.

Broken Landing pages and lack of call-to-action:

Lead generation is a team work in the sense that there are various elements that are working in the background that are responsible directly and indirectly for both success and failure of lead gen. A more comprehensive sales strategy almost always works in favor of the results of lead generation and amid other crucial elements of lead gen such lead nurturing, use of right content etc. landing pages and call to action can make or break a deal too.

As much as the site architecture is important; a flawless landing page never fails to impress the prospect. After all, a landing page is like a launch pad for your prospective buyer and a golden opportunity for you to convert those who have chosen to land on your page. A malfunctioned or broken landing page will only  give the impression that you are using outdated services and are not investing enough in your own products  and services, thereby making them assume that you would probably fail in delivering results to them too.

A call-to-action is actually going to reduce the sales cycle. How? Well, your call-to-action is going to encourage your prospect into taking a quick action or make a quick buying decision. Hence having a strong call to action is a must for leads to convert.

Less elaborate data:

A lot of marketers have had to give up their dream of having good leads and having good leads convert because of their broken or lack of quality data. If you have done everything in your capacity to get those leads converted without success; then the problem might be in the data. The more intricate and elaborate data you have; the better the results! In B2B; the data is pivotal when it comes to lead generation; because it’s really worth knowing your audience well.

Incorrect buyer Personas:

If your data is incorrect it will naturally affect the buyer persona details. Buyer persona is paramount in all communication or in any lead generation strategy. Personas are used not just for direct sales activity but also for creating various other entities such as the collaterals, content, communication, landing pages and much more. Therefore a very well-defined persona is almost like a foundation to a rock-solid lead gen campaign and demand gen strategy. In order to engage with sales rep effectively; one needs to have accurate buyer persona. One can have a great mix of fiction-based and fact-based persona that can lead to a better response.

Conclusion:

This may not look like the most obvious reason; but disconnect between sales and marketing can be one of the other crucial reasons why the leads may not be converting into business. Many more reasons can affect your efforts, so it’s best to have a comprehensive analysis to fix things on many fronts for better lead generation results.

Amid all the changes in the market, what has also predominantly changed is the buying process of the customer. With most businesses operating virtually and leveraging tools to have a better outreach; the customer too seems to have adopted new ways of buying and purchasing. Today’s customers are not only tech-savvy; they are also very well aware of what they want and they have ample amount of information available on digital platforms to a make a well informed decision.

Today’s customers make their buying decisions way before their first contact or communication with you! This means that as a marketer and a lead generation evangelist; you need to know the customer journey very well and have enough data with you about the customer to help him navigate and encourage him to make a purchase from you.

This is where the best lead generation tactics help! This blog discusses 3 such practices that will sway the customers towards buying from you.

1. Accurate Buyer Persona:

Since we talk about customers and how to sway them into the direction that you want them to while making the buying decisions; the first question you need to ask yourself is, are you well equipped with the right knowledge based on strong data support about a particular buyer persona. And the answer to this should be a definitive yes if you want to succeed in lead generation.  When you know what to offer to your buyer personas and when they realize that you know them well; they will most likely prefer to make the purchase from you.

2. Perfect identification of success metrics:

Your past lead generation strategies and most importantly the results, offer you an opportunity to fully know where you are headed and if the direction you are headed is right or wrong. The metrics and the analysis can give you a deep insight into what’s working and what’s not!

So how do you measure the success of your lead gen campaign?

There are several ways to do that. One of them is identifying the organic traffic; something that can help you to understand how many people have found you rather than you having to find them. There are also other ways to measure the effectiveness of your efforts such as the cost per lead, bounce rate, click through rate etc. These are small entities that have the power to define the bigger picture when it comes to lead generation.

3.Clear Objectives and Goals:

This one probably comes first, but sometimes when you have outlined the process or a roadmap, it’s always best to go back to the pre-defined objectives that you have outlined at the beginning of the process. This helps in perfectly aligning each step of the process with the goals.

Having clear and well-defined goals is highly essential for successful lead generation. So having clarity about what exactly do I want to achieve out of this campaign, what numbers am I looking at to be able to say I am achieving what I set out to achieve, how is my strategy road map aligned with the objectives, are the sales and marketing teams on the same page, are the goals and processes in-line with the budgetary allotment, is the management agreeing with the goals and how much time do I have to reach my goals.

These are critical questions and the answers to these questions is the best strategy you will ever have, as it will help give you a more realistic picture of the lead generation goals that you would be striving hard for to achieve!

Conclusion:

Best practices can be different for different organizations, but if you make sure the above three practices are a part of your lead gen campaigns; you can be sure of the results.

In the B2B landscape, the overall sales opportunities and leads that have the capacity to convert, determine the financial health of the business. While the sales and marketing functions do operate with differently; there common aim is it to get more business, more ROI! And this can be determined by the SQLs (Sales Qualified Leads) to a large extent!

The most enabling functions of a b2b organization; the sales and marketing teams; if not aligned, can also become the reason for not achieving the desired business outcomes. This is a known fact and many organizations are therefore striving to bring coherence, coordination and collaboration between these two teams.

Though the sales and marketing processes are different; the marketing department’s job is to ensure that the good leads are discovered and passed on to the sales funnel and the job of the sales department is to ensure the organization, that all the good leads will be converted into business with nurturing and other strategies.

However; according to research here are some startling stats that are eye opening in terms of the need to focus on the SQLs:

• Almost 79% of marketing leads never convert into sales
• Nearly 61% of B2B marketers send all the leads directly to sales; but only 27% of those leads get qualified
• Only 56% of b2b organizations verify leads before sending them to sales
• Almost 65% of companies have not established lead nurturing processes
• A whopping 79% of organizations have not established lead scoring

All these statistics proves the need to have a more coherent process for both sales and marketing teams and how identifying sales qualified leads is the need of the time.

So why is SQL (Sales Qualified Lead) so vital for better ROI?

A lead that is ready to buy, right away, is the golden opportunity for the sales team to achieve the desired b2b ROI. An SQL is usually defined as the lead who is interested in buying your services. It is therefore important that the Sales and Marketing teams identify these potential leads and engage them further for more actionable decision making.

So how do you perfect the SQL performance or conversion rate?

This is where the lead scoring comes in. The quality of an SQL reflects the quality of the MQL and lead scoring processes and so on. When all these beads are woven with a common string that makes sure the MQLs are qualified to be the perfect SQLs and so on; the results begin to appear. So how the sales team can effectively engage the MQLs determine the success of SQLs too. Without the coherence of both the teams and clear communication regarding goals, this cannot be achieved.

An effective SQL framework enables marketers to make a timely sale to the right prospect. In order to achieve this, one needs to understand certain factors. Precise identification of prospects is one of them and a very important one at that!

Your target audience is important and aligning your business goals with the need of the audience is crucial. What this means is that one should put in all efforts in identifying the sales-ready leads from amongst the prospects. Also align nurturing strategies such as great content and communication for the right leads at the right time. Focusing on long-tail keywords is important too.

Conclusion:

There are many ways in getting good leads and converting them. But if you focus on the most crucial part of your sales cycle i.e. the sales qualified leads and have a workable plan to convert those leads, you won’t be too far away from your lead conversion goals.

In order to optimize lead generation one needs to have a comprehensive understanding of the functioning of B2B lead generation. It is therefore necessary to thoroughly understand all the components that make up the process of led gen and the different stages that define it.

So what exactly does one need to know about lead generation and how you can plan a successful lead generation program for optimal results?

Understanding lead generation:

Lead generation is a process of capturing the prospects’ interest in a service or product that allows companies to develop a sales pipeline and nurture the lead until eventually the lead is ready to buy the service or product. Useful for all types of businesses; what one essentially needs to do is to set up a campaign with the objective of creating heightened brand awareness, build long term relationships through nurturing, generate qualified or good leads that have the potential to convert, and finally covert the leads into business.

While setting up any lead generation program, different aspects need to be taken into account. Here are some major components that you can consider while planning a lead generation campaign:

Defining leads:

This is one of the most crucial steps to building any successful lead generation program. Every business may have different definitions of a good lead as per their type of business. However, a lead an be more or less defined as a prospect that is showing signs of buying behavior or is warming up to the buying process. Different companies try to seek different leads as per their products and services, but necessarily pursue prospects that have shown some kind of interest or an inclination toward buying. Once the lead is defined; it is then followed by the process of segmentation with the support of demographics, firmographics, and BANT.

MQL & SQL:

It is important that you consider building or defining a road map that includes both inbound and outbound marketing techniques depending upon the type of business you have. But most importantly; any lead generation campaign objectives should align with the objectives of sales. If both, the marketing and sales team are on the same page; it leads to more cohesive efforts towards generating leads. This is exactly where the MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead) comes into picture. When marketing and sales teams agree on these two aspects it makes lead generation efforts more successful in terms of time, efforts and results.  

Scoring and Nurturing:

One must focus on the middle of the funnel leads by nurturing the leads. This is an important step in lead generation that can be best done with scoring methodology. Many companies choose to focus more on the top of the funnel leads while ignoring the middle-of-the-funnel leads; those that can actually be readied for a purchase and reduce the sales cycle.

Analysis and Measuring:

This is a crucial stage in any lead generation campaign because analyzing and measuring the results can often highlight the shortcomings of any campaign. It can also show what’s working well, so that you further enhance it in your future campaigns. Testing is a good way to assess whether you are in the right direction.

Conclusion:

A lead generation strategy is a comprehensive and collective effort made up of components and generating a lead is just the beginning. Several companies deploy different strategies at different stages of the campaign. For example, data is extremely crucial and valuable for better results. Well-treated and cleansed data is most useful for effective lead generation and so is a content drive strategy that is used in nurturing the lead at every stage till it finally converts.

A competitive market and information overload is making it increasingly difficult for B2B companies to find the right people, the right buyers and target them to leverage their lead generation campaigns. Hence going to back to the basics of lead generation and redefining your strategies can help achieve better results.

If you are curious to know more about Lead Generation and also its mechanics, click here to read our next blog 'How right mechanics can help you convert more leads'

Why do some companies excel at lead generation and others don’t? Why do some strategies work and others fail? There are a number of unanswered questions when it comes to b2b lead generation; however if you identify the right leads and deploy methodologies and mechanics to nurture those leads; you can most certainly expect the good leads to convert into business.

Here is another blog that talks about the mechanics of lead generation in continuation to our previous blog that talked about ‘understanding lead generation’ 

Why is lead generation important for B2B?

Lead generation predominantly determines the success of sales for B2B organizations. Though lead gen is not the only way to make a sale; it brings you much closer to understanding the need and dynamics of the buying decisions of your prospects.

With a robust lead generation process you have higher chances of understanding your customers better and closing the deals faster!

Advantages of doing lead generation right:

• By understanding the buying patterns and preferences of customers; lead generation process helps you develop and nurture long term relationships.  This gives you some loyal customers or buyers whom you can remarket to, later anytime and they are usually happy to buy from you again
• Enhances your chances of customer acquisition
• Reduces sales cycle and increases ROI in lesser time

So what qualifies as a good lead?

Sales processes become tricky if you don’t identify the right lead. If the sales team takes the wrong lead through different stages of the sales funnel; it will only be a waste of time and efforts. It is therefore very important to identify the right lead.

One can identify the right leads based on the following factors:

• Identifying the exact needs of the customer
• Knowing whether your services truly align with their needs
• Identifying the budget capacities of the lead
• How urgent is the need of your customer to get their challenges solved
• Is your customer the actual decision maker in the buying process?

Deploying the right mechanics of Lead generation:

As much as the landing page is important in attracting leads and engaging them further; it would fail in attracting the right leads without the use of the following elements:

Lead capture forms:

A lead capture form is a very important part of your landing page or even as a part of your overall lead-gen strategy. Without a lead-gen form you simply cannot succeed at capturing the right leads at the right time. But what’s even more important is how well placed is your lead gen form; how precise and less time consuming it is for your customers to fill it in and how well do you leverage the information once you get it!

A well designed form that assures your customers of the safety of their information; keeping the form short and concise with only necessary information can almost always encourage and not discourage customers to give away their information happily.

The information you get from this form can also help you personalize your offers, and services further ahead.

Call-to actions:

If you think this is just a button and not a significant part of your landing page; think again. Call to action is critical in making your customers take action in engaging with you by either contacting you or filling in the form to give away their information.

Having a clear plan:

An effective lead generation plan with clear objectives will only increase your chances in succeeding at it. Here are some elements that need to be a part of the bigger plan of any lead generation campaign

• Identify your goals that should show clarity on the quantity of leads you are looking for and most importantly determine the quality of these leads
• Take efforts to generate brand awareness. It is crucial in establishing a trust factor with your prospects.
• Define buyer personas and target companies and have a clear road map as to how you plan to engage the personas
• Don’t let any opportunity to gather relevant information of your prospect go away. Capture the perfect information once the prospect shows interest in your product or service
• Nurturing leads should be a critical part of your lead generation plan and it’s the most important investment you will make
• Analyzing and fine-tuning your lead generation process after you get the results is equally important for you to improvise and re-tune your strategies for better results each time

Conclusion:

Not to mention that you also need to be well-equipped with competent content that supports your lead generation objectives and strategies. Whether you are new to the lead generation process or you have been in the game for some time; following certain methods and having clear goals always helps.

An effort never goes unnoticed; this is especially true in b2b sales and marketing. A special effort to cement the relationship with your prospects; to bring more convenience through your services or products; to solve your client’s challenges can go a long way in b2b sales.

Intent data can help design your strategies that can be more customer-centric and can help you solve thier business challenges

Here are some challenges of b2b enterprises and some interesting ways you can adopt to combat these challenges making intent data work for you to augment your b2b sales.

So what are the typical challenges that b2b companies face

Often b2b companies have to decipher through various levels of decision makers to be able to reach the most influential decision maker even before they can even start a conversation with the prospect. In addition; B2B companies have to face a lot of competition while they are trying to convince their buyers as to why their solution is better than anyone else’s. So the best way to reach the prospect at the right time is to know the prospect well. This is where intent data comes into play!

B2B services and solutions also need to be customized to suit specific requirements and to be able to come up with a precise solution. The need for constant research and innovative solutions and creative marketing and sales strategies all put together is a lot of hard work; that may or may not guarantee the desired results. This is why Intent data makes things easy for converting b2b challenges into opportunities.

How can intent data reduce the sales cycle?

Everyone has witnessed the emerging power of intent data in the recent years; and it is not a surprise that it is working in favour of b2b companies and other markets as well.

Intent data works in a very peculiar manner. It works on the basis of the algorithms that take into account the amount of time spent by prospects or companies on a website, the scrolling speed, the amount of content consumed by the prospects and many more aspects that help generate a score for each company or prospect.

Any spike in particular online behaviour can also be observed and depending upon these behavioural patterns identified through intent data; companies can configure their strategies to meet or connect with the prospect at the right time with the right proposal or sales pitch.

Knowing so many aspects of the buyer or prospect reduces the time and effort of sales teams to be able to convert the prospect into business. With the support of intent data; it takes less of an effort to invest in a potential prospect; and intent data always guarantees that you invest in the right prospect thus further reducing the sales cycle for faster and better business outcomes.

So how does intent data typically help companies?

• Intent data helps companies prep up well in advance to have the insights handy such as which companies or prospects are searching for which solutions
• Intent data insights most importantly help b2b business owners to predict the future purchase decisions of a buyer or when on an average would the prospect be ready to make an investment
• To filter out the good leads or reach out only those prospects who are active buyers or decision makers who are most likely to influence the purchase decision
• To monitor the overall digital footprints or the online behavioural patterns of the prospects to identify and capture upsell opportunities

Conclusion:

Intent data is definitely the future of b2b or any enterprise for that matter that wants to know the customer well in advance. Making the marketers fully ready to reach out to the most potential customers for a successful sale is key to intent data’s success. It will facilitate precise ad-targeting to the right audience and decision makers in specific region and specific industries too; thus making intent data an invaluable tool for b2b marketers.

Any customer experience begins way before the actual purchase happens; if B2B companies keep this one thing in mind; half of their struggles will begin to drastically go down. The notion that customer care begins only after the purchase happens is no longer true; especially in the B2B domain. Clearly, it is time that b2b marketers make customers the central theme of their sales and marketing strategy to make a good sale!

To understand this better; let us take a look at 3 popular and inarguably best use cases of customer care in the B2B industry.

FedEX: Open communication

FedEX is a classic example of a B2B company that has an open communication policy with their clients! In any B2B business; the newsletter act as the best form of personalized communication and FedEX is the best example to prove how this works best for B2B.

FedEX has a dedicated newsletter for their customers; making it a single-customer focused newsletter. Instead of sending different e-mailers offering different things; there’s only one newsletter that goes out to their customers making the customers feel cared for.

This level of personalization is incredible and it helps to streamline communication and also helps to have an open dialogue straight with the customers. This also helps to strengthen the relationship between the customer and the organization.

GE: First Hand Demonstration

Going one step further; GE demonstrates their solutions to their customers.  GE has created an opportunity to demonstrate their solutions and literally so! Anyone who is interested in their products can go to their allocated manufacturing centers, wherein; customers can see the products in action.  

This is one step ahead in customer care and GE proves to the world that if you take the right efforts you can definitely gain trust and loyalty of the customers. The example of GE is testimony to the fact that customer care is not only an essential part of B2B marketing and sales; it’s an integral and very influential strategy by itself that can easily delight the customers.

Qumulo: Modern customer care

The dynamics of modern customer care are quite different from the traditional ones. Today customer care begins by asking the customer what they want and to produce the solution accordingly; that’s modern customer care! A perfect use case is that of Qumulo. They believe in the philosophy of asking a customer what they want and giving the customers exactly what they need.

Providers of scalable and enterprise data storage systems; Qumulo has a dedicated portal for customer care. Qumulo customers have access to the portal and they can interact with like-minded people and also have the option to open a support case.

In addition to the above; Motorola has been successful in building an emotional connect with their “Moments that Matter” campaign. Here is the video of the same:

This motive of the video was to communicate with the customers that Motorola is there with their customers to help them in the moments that mattered the most to them!

Conclusion:

Whether it is B2B or B2C; one factor that will always remain common is- Customers. B2B is a little tricky terrain when it comes to delighting and engaging customers; so many companies are now making customers to be the central theme of their strategies. Soon, customer care will be one of the most important investments for B2B companies; one that will be worth all the efforts!

With Pandemic Covid-19, things have changed drastically for the world and for the world of business too. While we were busy finding ways to cope up with this change; we have never been so connected with each other through virtual and the digital world the way we are today.

Now, as we are slowly navigating to the post-pandemic period; B2B markets are witnessing a sharp rise in digital adoption. This blog discusses some trends and aspects that can considerably change how people are doing business and how customers’ buying decisions are being impacted.

Customer Care:

There has been a paradigm shift that was observed amidst the pandemic in the way marketers were marketing their products and services and the way they have been responding to their customers. The emphasis is now more on caring and reaching out to the customers and this sentiment has become a trend that is bound to dictate the markets for quite some time now.

Marketing and sales communication now revolves around customer-care and is soon becoming one of the most influential factors in B2B markets and this trend will continue to make an impact even in the post-pandemic situation.

Slowly but surely the focus is changing from how b2B marketers were earlier emphasizing more upon acquiring customers to how they are now more interested in delighting the customers and engaging in long term lead nurturing processes. This shift was obvious during the Pandemic; but since several marketers are already getting huge benefits out of this change; the trend is bound to continue for a long time.

Companies are now placing their customers at the center of their strategies and thus what they get is a delighted customer who would love to come back for more services and also recommend your services to other customers as well.

Online Presence:

The world cannot get enough of social media and the digital revolution has deepened since the pandemic started creating turbulence and uncertainty in the markets. Creating an impactful online presence has since become a norm; as marketers are now forced to go online for solid presence and also for selling online. Digital has clearly become one of the most dominating trends in the Pandemic and Post-Pandemic market wherein marketers now prefer online selling to offline selling.

Website traffic has increased over 16% in the first quarter of the year and email marketing rates are observed to be 18% way above pre covid-19 levels at the beginning of the third quarter as per HubSpot research findings. New tools and tactics are emerging to help marketers embrace this new trend of online selling and marketing and they are helping companies cope up with this paradigm shift.

Technology Solutions:

Working remotely, online selling and more businesses going online only means more use of technology! Clearly there has been a surge in the use of technological tools to accelerate online presence and online selling. But this overwhelming response to adopting technological tools had some companies build up bulky tech-stacks causing more trouble than benefits.

Companies responded overwhelmingly to technology tools in a bid to take the whole business online or facilitate major online business transactions and also to keep the work force connected virtually. However; one should think twice before bringing aboard tools that work individually well, but are not compatible with the operations or with other existing or new tools within the organization.

Knowing what to integrate and what not to integrate so that there is smooth functioning amid the teams is essential. In many cases, training is required to get teams acquainted with the new tools and allot certain time period for them to get accustomed to it.

Bringing in more technology tools has become almost a necessity for organizations to survive this change; but getting on too much at a time can be a mistake. Aligning new tools with existing tools and systems can be called a good way of embracing change.

Conclusion:

The current period is still uncertain and as business owners are creating more strategies to sustain and thrive; there are more upcoming trends in the B2B market. Companies who embrace these changes are most likely to sustain, survive and succeed. Change is inevitable and it always comes with its pros and cons. In case of the b2b market; the change looks positive and people are ready to adopt it.